“It’s definitely given me more confidence and more spring in my step because I think I look great; I can serve great.”
Jodie, Store Colleague
The Number 1 Homewares Retailer
Customer: Dunelm
Industry: Retail
A distinct uniform to elevate brand image and improve customer experience
Introduction
In pursuit of their vision to be the ‘number one choice for homeware and furniture,’ Dunelm were on a mission to elevate their brand image. The desire for better uniform design led them to reach out to Murray.
The key objective was to create a modern, on-trend uniform that stood out to customers in-store.
Our Response
Dunelm followed the Murray Science of Uniform® process which allowed us to understand the needs of the business and discover the key operating metrics uniform could impact.
Our initial discovery found that a considerable portion of colleagues said they’d been mistaken for other retailers such as ASDA, Homebase and Co-Op signalling a significant loss of brand identity.
After further discovery with all stakeholders from the shop floor to senior leadership, our design team produced several bespoke uniform concepts for Dunelm with the objective of increasing colleague visibility, engagement and confidence.
Brand Visibility
One key design feature Murray implemented for Dunelm was the decision to use the Dunelm green as the primary colour for ‘hosts’ while black was used for colleagues working on stock, delivery and trade.
Dunelm saw a substantial increase in sales in stores that had implemented the hosts’ job role with a green uniform.
The colour choice reinforced the Dunelm brand and stood out amongst shoppers.
Having a great uniform is brilliant but it’s important that colleagues wear it.
Murray listened to wearers during the consultancy process to create a uniform that was on trend, comfortable and inspired confidence in the wearer ensuring that colleagues were proud and happy to wear the uniform.
Our stock management, online ordering and allocation controls ensure that new starters can receive new uniforms promptly.
We used our university-backed Science of Uniform® research to guide specific design decisions to impact the confidence of the wearers and their ability to spontaneously engage with customers in-store.
The Uniform
”“Working with Murray has been great, it feels as if they’re a big enough company to compete, but still small enough to care and that they treat our colleagues as their colleagues… working with Murray has been a genuine pleasure.”
People Partner, Dunelm Head Office
”“It really makes a big difference to have the uniform that fits with you rather than you fit the uniform because it makes you feel a sense of pride in what you’re wearing. It has definitely given me more confidence and a spring in my step because I think I look great, I can serve great.”
Jodie, Store Colleague
”“It feels great, it feels like I’m wearing my own clothes that I’d choose to wear outside of work. I work for a professional organisation, and we have a professional uniform to match that, which I’m very proud of.”
Pete, Store Colleague
