Irwin's Megastore - Customer Interface Case Study Case Study

Irwin’s Megastore is a Midleton and Dungarvan-based electrical retailer specialising in selling a wide selection of products including audio, televisions, washing machines and dryers. The company began selling electrical products in 1976 from Midleton and Dungarvan in 1984.


Over its existence, the company has needed to adjust its business model multiple times to move with the changing business environment.


During the lockdown period stemming from the COVID-19 crisis in early 2020, it was felt that the company needed to enhance its digital presence and the company merged its two existing, smaller customer interfaces into one large customer interface for the entire company.


The Challenge    

The director of Irwin’s Megastore explained the fruitful period that was experienced through the digital channel – at a time when bricks and mortar locations were closed. There was concern that upon the lockdown being lifted that Irwin’s Megastore could potentially lose any momentum built through its digital channels. Irwin’s Megastore needed a customer interface audit and forward-looking strategy to make sure that any digital inroads made throughout the COVID-19 period were sustained moving forward.


The Solution   

RIKON conducted a fact-finding session at the beginning of the process. It needed to find out precisely the objectives of the customer interface that Irwin’s Megastore was using. It needed to understand, what metrics and signals represented success.


RIKON conducted a comprehensive audit of the Irwin’s Megastore customer interface and established multiple areas where optimisation could be achieved.


RIKON’s deliverables also included a comprehensive micro-environment analysis detailing how other companies approached selling electrical products online. This included analysing the positioning strategy, analysis of the approach to paid advertising and search engine optimisation taken by competitors.



We are extremely pleased with the results from our Project with RIKON.

We now know our customer better than ever due to their analysis.

We have a clear strategy going forward for our paid advertising and SEO. Any questions we had Rory was always swift to reply.