Employees at the heart of Mariworld development

Using Shirute’s new and engaging methods, Marimekko employees working in sales channels evaluated the buying experiences delivered in their stores and perceived their own efforts through the eyes of their customers.

The very effective training by Shirute made it possible for us to gain a deeper understanding of customers’ needs and wants in different shopping locations. The employees responsible for our sales channels gathered concrete action plans thanks to Shirute’s empowering methodology. These have been of great value to us in our multi-channel development work.
Lea Aarinen-Koski
Country 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 wanted to develop in-store buying experiences from a customer viewpoint, in order to drive sales. Furthermore, the company wanted to gain a new perspective in their customer experiences.


In the coaching directed by Shirute, a new methodology was used to model customers’ multichannel behaviour and customer experiences at different touchpoints, in order to develop the Marimekko Shopping Experience.

The participants visited Marimekko and competitor stores to evaluate the shopping experiences and to model the current customer journey, phases and channels with methods learned during the training sessions. Based on their shopping experiences, the staff became aware of how different Marimekko looks from the customer perspective.

  • Getting Marimekko staff to realise how the store visitors see the different customer service situations
  • Models of the most critical customer journeys, along with conclusions made during the shopping experiments
  • Activity suggestions and action plan to create a better Marimekko Shopping Experience