Micro Center came to Miller Zell with a strong foundation in terms of revenue, growth, great associates and loyal customers. But it wanted more. It wanted to develop industry leading shopper and associate experiences using strategic store design and digital solutions, eliminating friction along the path to purchase. Miller Zell needed not only to understand the task, it needed to deeply understand Micro Center’s brand, both what it was now and what it wanted to be.
Miller Zell’s end-to-end process begins with focused, strategic research and data analysis. We identified ways Micro Center could improve its customer experiences. We optimized space, for inventory, flexible department use and merchandising, creating a strong omnichannel experience through an elevated app for customers and associates. Integrated store and app development promoted brands through experiences, connecting with novices and techies alike.
The Tustin, California, store was an immediate hit and received rave reviews from multiple YouTube influencers. The store saw same-store sales rise by as much as 10 percent each month since installation. It continues to outperform other stores by 15 to 20 percent. Miller Zell will develop two new stores in the spring of 2023. Micro Center intends to expand over the next several years in new markets and will apply this redesign to them.