Challenge
MM Flowers wanted to understand what M&S shoppers wanted from the in-store flower fixture and how the flower offer could be designed to better match expectations, shopping behaviour and visual appeal in-store.
Approach
We created a mock-up flower shop within the M&S research hub and gathered feedback from 50 M&S shoppers. The design allowed participants to react to the fixture in a more immersive and realistic setting, rather than simply reviewing concepts on paper. We explored views on layout, range, presentation and overall shopping experience to understand which elements felt most attractive and intuitive.
Outcome
The research informed recommendations that were taken forward by M&S and helped shape the market-stall style look and feel introduced across many stores. It gave MM Flowers practical, shopper-led evidence on how to make the fixture more engaging and commercially effective.