Blue Cross and Blue Shield of Florida is trying to get closer to its customers.

Just 10 years after some financial services companies were predicting that the Web would decrease companies’ use of “brick and mortar” facilities, Florida Blue, Jacksonville, Fla., is opening a Florida Blue retail store at St. John’s Town Center in Jacksonville.

The store is open 10 a.m. to 9 p.m. Monday through Saturday and from noon to 3 p.m. every other Sunday.

The new retail store will sell dental insurance, life insurance and other ancillary products as well as health insurance, and it also will provide seminars on topics such as health care and health coverage, Florida Blue says.

Florida Blue will decide later this year whether to open more stores.