What do Dunelm shoppers want?

Dunelm Mill Store shop Blackpool based marketing agency Happy Creative use market research to define & streamline the furniture shoppers in-store sales journey and experience.

How accompanied shops and in-store research have helped Dunelm and their suppliers connect products, values and customers.

There’s no better way of understanding your customers than with market research – but it has to be the right market research. Happy has been joining customers on shopping trips to the UK’s no. 1 soft furnishings specialist, Dunelm, to find out more about their experiences.

The new sales journey

It’s easy to think of a sales journey as beginning at the point at which a customer walks through your door. In Dunelm’s case it starts much earlier than that. It begins in the home, with a decision to replace, renovate or completely reimagine a living space. Then there’s the research, because big decisions require visits to numerous competing stores, with tape measures, smartphones and scribbled notes in hand.

How do we know this? Through our accompanied shops, where we join shoppers for a stroll through the store – and the entire decision-making process –to find the key points that influence them. What turns a browse into a buy? And what makes that decision take place in Dunelm?

Joining up the values of suppliers and customers

Dunelm’s core values are to place the customer at the heart of every process, so its suppliers are doing likewise. That’s why several suppliers asked Happy to get involved, and our work – in accompanying shoppers and through in-store, on-department research – has given them and Dunelm fresh, qualitative insights into the shopping experience, and how to develop it further.

Our analysis and recommendations are already influencing stores nationwide.

Share this:
What do Dunelm shoppers want?
This website uses cookies to improve your experience. By using this website you agree to our Data Protection Policy.
Read more

Professional Brand Audit

Free professional brand audit. Receive a grade for your
branding performance, as well as implementable steps and actions.


Please enter your email to subscribe to the Happy blog


Paid Social Campaigns

Paid social media can be a brilliantly effective yet low cost form of lead generation, and it’s a great way to extend your reach, drive website traffic and generate likes and shares.

We’ll take care of setting up and managing your paid social media accounts, ensuring your spend is carefully targeted. Then we’ll provide clear, transparent reporting so you can keep refining the strategy to make your ad spend even more effective.

More about Paid Social Campaigns

Social Media

All the tweets and posts in the world won’t help generate leads unless there’s some strategic thinking behind what you’re doing.

We’ll help define the right social media strategy for you, so that you’re on the right platforms, saying the right things to the right people at the right time to generate the right leads.

More about Social Media

Design & Brand Building

Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.

But when you join them together and ensure they’re all heading in the same direction, you have the power to stop people in their tracks.

We design communications that help build a consistent brand and convert more leads to sales.

More about Design & Brand Building


Your website can generate leads in so many ways. Informed content. Strong calls to action. A simple, natural journey from ‘Hi there!’ to ‘Buy now’.

Yet websites are never ‘done’. They need to keep evolving to keep pace with your customers’ expectations, so we’ll be with you for the long haul to keep tweaking, refining and growing your site – and to deliver the PPC campaigns that help drive traffic towards it.

Because when your website keeps working to understand and speak to your audience, you’ve got more chance of converting.

More about Websites

PR & Content

There’s a knack to ensuring your business is seen in the right places at the right time. We’ll build your PR profile across the mix of channels that’s right for you (from press to social media to events) and use our contacts to spread the word.

So when your customers are ready to buy, it’ll be your brand they think of first.

More about PR & Content

Claim your happy offer

    Claim your happy offer

      Claim your happy offer

        Claim your happy offer

          Claim your happy offer

            What would make you happy today?