Case study : Ho we help MATLAN to increase sales by design their store

Client Overview

Matalan is a leading UK-based retailer specializing in fashion, homeware, and furniture. With over 200 stores across the UK, Matalan has become a household name, known for offering quality products at affordable prices. However, despite its strong presence, the company faced challenges in creating a consistent in-store experience that fully engaged customers and encouraged repeat visits.

Objective

Matalan approached our team with the goal of improving their store design to drive customer engagement, increase sales, and enhance the overall shopping experience. The primary objective was to create a layout and store environment that would:

1. Increase foot traffic: Make the store more inviting and customer-friendly.

2. Improve sales per square foot: Maximize the potential of their retail spaces.

3. Enhance the customer experience: Create a visually appealing, easy-to-navigate, and immersive shopping environment.

4. Encourage product discovery: Make it easier for customers to discover products and make impulse purchases.

Challenges

Matalan's existing stores faced several challenges:

• Cluttered Layout: The stores were often overcrowded, with a lack of clear product zoning, making it difficult for customers to navigate efficiently.

• Poor Visual Merchandising: The product displays were not optimized to showcase the most popular items or seasonal trends.

• Outdated Store Design: The design elements, such as lighting, signage, and overall decor, felt outdated, failing to create a contemporary shopping experience that appealed to younger customers.

• Inefficient Use of Space: The available floor space was not being utilized effectively to showcase a wide range of products while keeping the store open and welcoming.

Our Approach

To address these challenges, we implemented a comprehensive store design strategy that included the following steps:

1. Store Layout Optimization

   • We restructured the store layout to create distinct shopping zones based on product categories (e.g., fashion, homeware, seasonal promotions). This allowed customers to navigate the store with ease and focus on their areas of interest without feeling overwhelmed.

   • We introduced wider aisles, creating a more spacious environment that allowed for better product displays and smoother foot traffic flow.

   • By placing high-demand items like new arrivals, sale sections, and bestsellers at the store entrance, we encouraged customers to explore further.

2. Visual Merchandising Revamp

   • We revamped Matalan’s product displays by incorporating eye-catching visual merchandising techniques. By utilizing mannequins, styled product groups, and seasonal themes, we highlighted key items and drove customer interest.

   • We introduced digital signage in key locations to feature promotions, new arrivals, and trends. This helped capture attention and increase product awareness.

   • Product categories were streamlined, with clear signage and consistent branding across each department, making it easier for customers to identify product offerings.

3. Enhanced Lighting and Ambiance

   • The store lighting was upgraded to create a more inviting atmosphere. We used a combination of ambient, accent, and task lighting to spotlight key products and create a dynamic environment that reflected the brand’s style.

   • Energy-efficient LED lights were used to reduce costs while still achieving a high-quality, modern lighting experience that brought Matalan’s products to life.

   • We incorporated mood lighting for seasonal displays, emphasizing product aesthetics and creating a more enjoyable shopping atmosphere.

4. Technology Integration

   • Interactive digital screens were added to key areas of the store to showcase trending products, provide size availability, and allow customers to explore new styles and products.

   • We integrated mobile app promotions and in-store QR codes, allowing customers to easily access exclusive online deals and track loyalty points, encouraging both in-store and online shopping.

   • We introduced virtual fitting rooms for customers to visualize fashion items and their styling options, adding a fun and futuristic shopping experience.

5. Customer Flow and Checkout Optimization

   • The checkout process was streamlined by reducing the number of queuing points and introducing more self-checkout stations, allowing for a faster and more convenient experience.

   • We repositioned key service areas such as customer service and returns to improve accessibility without disrupting the flow of foot traffic.

Results

After the redesign, Matalan experienced significant improvements in multiple areas:

1. Increased Sales

   • Foot traffic increased by 15% in the first quarter following the redesign, as customers were more attracted to the refreshed store environment.

   • Sales per square foot rose by 20%, driven by better product displays, strategic product placement, and enhanced customer flow.

   • Specific high-demand product zones saw an uptick in purchases, especially in seasonal categories, with a 25% increase in sales of homeware items during the redesign launch.

2. Improved Customer Satisfaction

   • Customer satisfaction scores, measured through in-store surveys and online feedback, saw a noticeable improvement, with a 30% increase in positive responses regarding the shopping environment and ease of navigation.

   • Shoppers reported enjoying the store ambiance, with many noting the new lighting and attractive displays as key elements that encouraged them to spend more time in-store.

3. Enhanced Brand Perception

   • The new store design positioned Matalan as a more modern, trend-forward brand. It successfully appealed to both loyal customers and a younger demographic who valued style and a contemporary shopping experience.

   • The integration of technology and interactive displays helped Matalan to stay relevant in an increasingly digital world, while still offering the tactile, in-store experience customers enjoy.

4. Increased Repeat Visits

   • The redesigned store environment led to increased repeat visits, as customers felt more engaged and found it easier to discover products. This also contributed to higher loyalty program sign-ups and greater customer retention.

Conclusion

By strategically redesigning Matalan’s stores, we were able to create an inviting, modern, and customer-centric shopping experience. The new store design not only improved the visual appeal and flow of the space but also directly contributed to a significant increase in sales, customer satisfaction, and brand perception.

Matalan now stands out as a brand that understands its customers' needs and delivers a shopping experience that is both functional and enjoyable. With the success of this store redesign, Matalan is well-positioned to continue growing its retail presence in the UK and beyond.

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This case study highlights how thoughtful store design, driven by data and customer insights, can have a direct impact on retail success.