Fully engaging in Smart Home technology



We worked with leading technology retailer Maplin to change their retail proposition in Cambridge. The brief was to position Maplin as the go-to retailer for Smart Home products, attracting and engaging with a new type of customer, whilst retaining the retailer’s loyal customer base. We recognised that advice in the dynamic Smart Home technology sector is being provided by individual brands rather than retailers. This insight identified a gap in the market for Maplin to enhance the customer experience through improving in store knowledge.


We have transformed the 290m2 space at the city’s Beehive shopping centre, designing distinct departments to showcase the benefits of smart technology for the home. An in-store communication system has been designed to enhance the product stories through the use of engaging graphics, digital tablets and POS. The idea here is to connect with customers on an emotional level and engage them according to their shopping behaviour, leading to a seamless and confident purchase.


+Trading is significantly outperforming the rest of the stores, and Smart Home sales have had a sales increase of over 130%.

+‘We chose to work with 20.20 on our Store of the Future because we felt that they would challenge us to stretch our thinking, making us feel uncomfortable where necessary to move our store proposition forward. Our fantastic reinvigorated store is trading substantially ahead of expectations. Everyone involved should feel extremely proud’ – Oliver Meakin, CEO, Maplin Electronics

+Developing the Smart Store concept across stores