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How Carpetright is using digital in its new concept store

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Carpetright is putting digital at the heart of its new concept stores as it looks to inspire householders who are shopping for flooring.

The carpet and floor coverings retailer has launched four new concept stores, the first of which opened in Clapham at the weekend. The stores, which are also opening in Royal Tunbridge Wells, West Thurrock and Reigate are part of a new strategy aimed at revitalising the brand.

In them, Carpetright will trial new ways of engaging consumers that will eventually result in an in-store design to be used across its more than 590 shops both in the UK and Republic of Ireland as well as in Belgium and the Netherlands.

They feature interactive digital screens, inspiration zones, browsing columns/plinths, and 3D living areas, designed by retail creative agency True Story in order to put the needs of the customer at the heart of the shopping experience while also showing how flooring solutions can change the look of a home.

Carpetright chief executive Wilf Walsh said: “Since 1988 we have worked hard to consistently bring our customers innovations in flooring to meet their evolving needs and expectations. This is the next chapter in this journey and forms part of our wider strategy to update our brand. With these new concept stores we aim to showcase to our customers the transformational effect flooring can have on people’s homes.

“A commitment to customer service and providing exceptional value is core to our corporate philosophy. Whilst our brand transformation will help broaden our appeal, we will always ensure that the traditional values that launched Carpetright nearly 30 years ago and have helped grow our operation to over 590 sites, will continue to sit at the heart of our business.”

Carol Jones, general manager of Carpetright Clapham, said: “I’m so pleased that Clapham has been chosen to play host to one of our new concept stores." She added: "We’re really excited to see how customers respond to the new look.”

Joanne Arafat, client director at True Story, said: "It has been amazing to work collaboratively alongside a client team with such a clear vision. We believe that it is this focus that has allowed Carpetright to deliver a new identity, store design and customer experience in a very short space of time. We are very proud of what has been achieved to date and are excited about our continuing relationship.”

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