Matalan has opened one of the largest user experience labs in the country at its headquarters in Knowsley, Merseyside.
The purpose-built lab encompasses 550 sq ft and houses eight employees, three of which are new hires.
The research facility aims to help the brand develop a more in-depth understanding of customer behaviour and increase on-site experimentation. Initial projects will be heavily focused on optimising omnichannel selling for customers who shop both online and in store.
Matalan customers will be invited to the lab from the end of November and Matalan staff will also be invited to listen in on sessions.
Paul Hornby, Matalan’s director of ecommerce, said: “Our UX Lab 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.”