Design consultancy: 20.20
Advertiser: Maplin

Executive summary

Aware that today's diverse and complex digital product market can be intimidating to consumers, Maplin asked 20.20 to re-define their in-store experience, putting technology at the heart of an experiential, innovative and hands-on retail environment.

With a focus on Smart Home technology, we have taken products out of boxes and powered them up for customers to interact with; brought theatre and play into the store experience; re-flowed categories to enhance convenience; empowered colleagues to deliver bespoke expert advice; developed a range of services to take smart technology into people's own homes; and used digital, interactive displays to inform and inspire customers.

The Cambridge pilot store opened in November 2016 and exceeded expectations. Since then a further 6 stores have launched – Staines, Sittingbourne, Crewe, Salford, Oxford and Chesterfield. A further 20 are planned to open pre Christmas. Key aspects of the concept are also being rolled-back throughout the chain.