Icelandic retailer, Husasmidjan saw customer satisfaction increase by reinventing the DIY shopping experience with its new, scalable store design.
In Iceland’s competitive DIY retail market, the new store format is inspiring customers to take on projects. M Worldwide looked at every facet of the customer experience to develop the new retail strategy and scalable store design for Husasmidjan, which was defined as ‘The Solutions Store’.
Rather than following the common ‘product-only’ story of other DIY outlets, the experience and physical design of the store concept inspires customers to take on new projects by demonstrating solutions and giving them confidence that they can get the job done.
Launching the retail vision at Husasmidjan’s Akureyri store in 2022, sales per m2 increased, delivering against the primary business objective for the redesign, while running costs were reduced. The concept maximises product ranges as well as the the store’s highly trained staff, leveraging digital at the right moments to leave the staff freer to advise customers.
Fresh, modern and appealing, the design has increased dwell time and attracted more domestic customers. With simpler wayfinding and a designated area within the store for tradespeople, the shopping experience for professionals has also been both enhanced and made more efficient, and more of them are visiting the store too. The design has been so successful, it’s now being rolled out to a store in Selfoss and to Husasmidjan’s flagship.
