Buying health insurance can be confusing enough. But selling it, it seems to me, has always been even more confusing. No insurance company seems to have a winning formula for retail.

Most Americans get their health insurance through their employers. For those who don’t, it usually takes a trip to an insurance sales office or an in-home visit from an agent. Policies also can be purchased online or by phone, of course. But none of the above is an experience to look forward to.

I’ve seen Blue Cross retail stores in a few strip malls, and none looked too inviting. But according to this article in the Jacksonville Daily Record, Blue Cross and Blue Shield of Florida (BCBSF) are finally getting retail right in a destination mall.

It seems like BCBSF picked up some clues from the Apple stores. Customer entering are greeted by a concierge, “and in front of them is a plethora of information about health insurance,” the article says.

There’s a demo bar for learning how plans work in real-life situations (reminds me of Apple’s Genius Bar); a kids’ area; a seminar area; Internet kiosk; and a magnetic “Wall of Solutions” that makes it easy to post important news and updates. “Everywhere you turn there is information,” a BCBSF marketing rep says.

In addition, “We wanted to provide our customers with a real warm and welcoming atmosphere. Everything from the color scheme to the furniture and the design of the store is very inviting.”

BCBSF really did its homework before opening the store, which is now its most visible marketing tool. “The store has taken the fear out of the process,” the rep says.

I’m glad he said that. It’s kind of an unspoken rule that customers experience a certain amount of fear before entering a retail store for the first time. It’s your job as owner to cut the “fear factor.” If a giant insurance company can do it, so can you.