Matalan has launched a UX lab at its head office in Knowsley, making it the first value retailer to invest in this area.
The idea is to get omnichannel customers involved and to interact with them more frequently, resulting in a wider understanding of their shopping journey.
Paul Hornby, Matalan’s Director of eCommerce, says: “I’m delighted with the opening of our UX lab as it re-enforces our customer-centric, omnichannel ambitions. We’ve always had the opportunity to interact with our customers in-store, but haven’t had the same opportunity online. That has now changed and this step-change in our access to qualitative data from real customers will help us continue to improve the omnichannel customer experience.”