Developing a new design concept for a major mattress retailer’s pilot store

• Business Dilemma:

TASC was enlisted to help a major mattress retailer address significant challenges in growth and profitability. TASC developed a comprehensive strategic plan aimed at recommending growth initiatives and improving the company’s overall profitability. One of the action items identified in this large-scale strategy was updating the operating model of one of the retailer’s subsidiaries. The Digital and Experience team was required to redesign the customer experience in a pilot store, tailoring it to a targeted audience while aligning with the broader strategic goals. This required balancing brand identity, profitability improvements, and creating an innovative shopping experience that potentially could be scaled across the entire chain.

• Process:

The Digital and Experience team conducted comprehensive user research, including interviews and analysis using service design methodologies. They examined industry trends and competitor strategies while collaborating with key stakeholders to evaluate store aesthetics and operations. The process included exploration of various design concepts, development of space visualizations, and selection of products aligning with the concept. This multi-faceted approach ensured a thorough understanding of the retail environment and customer needs.

• Strategic Solution & Impact:

The process led to the development of a complete design and branding concept, including an experience narrative, a new store layout and design, and implementation principles. TASC formulated an operational and service concept for the branches that addresses sales experience processes and supporting functions such as measurement and incentivization tools. This comprehensive solution ensured the new concept was grounded in user needs, market realities, and brand identity, while remaining practical for implementation. The strategic impact of this redesign has the potential to transform the company’s entire retail approach and customer engagement strategy, setting a new standard for the mattress retail industry.

For more information: Hadas Arazi, hadas.arazi@tasc-consulting.com