On the journey to unique experiences that exceed expectations

The Experience Attitudes Mapping™ performed by Shirute provided Marimekko with new perspectives to customer expectations and the differences between Marimekko stores in different countries.

The study enabled us an extensive view on what our customers expect from us, how these expectations differ between countries, and how our personnel experiences working with the Marimekko brand. We have successfully utilised the findings in developing Marimekko with different departments so that both customers and staff get the benefits.
Mari Hantula
Retail Development Manager, Marimekko


Marimekko is a Finnish textile and clothing design company renowned for its original prints and colours. The company designs and manufactures high-quality interior decoration items ranging from furnishing fabrics to tableware as well as clothing, bags and other accessories. Marimekko products are sold in approximately 40 countries.

Marimekko gathered feedback from its customers on how they experienced their customer journeys with Marimekko. Based on this understanding, Marimekko wanted to drive sales through further developing the in-store customer experiences.


Shirute conducted a comprehensive customer experience study for Marimekko, with the aim to find out what customers appreciate in their shopping experiences with Marimekko, and to compare customers’ and sales staff feelings about the current customer experience, with focus on the in-store encounters.

Customer-side participants were recruited during their store visits, and they responded through an online survey. Store managers and sales staff were presented with the same questions, and the results were combined into a Customer Experience Index™ and an Experience Attitudes Map™. This map visualises the problem areas, and helps drive future improvements. Based on the results, Marimekko has been able to develop the multi-channel shopping experiences of its customers, and make buying easier for its customers who move between channels during their shopping journey.

  • Understanding the multichannel shopping behaviour and identifying the critical moments in the customer journey
  • Scoring and prioritization of the most important steps of the shopping experience, including the Customer Experience Index™ level for Marimekko
  • Detailed customer knowledge about over 40 stores in 7 countries
  • Visualised results (Experience Attitudes Map™), conclusions and recommendations for activities needed to develop the customer experiences of Marimekko customers