Decades key results:
- 6% revenue growth in 2024
- Improved KPIs: hit rate, average basket size, and conversion
- Surge in actionable customer feedback
- 33% increase in customers offered help in fitting rooms
Gaining clarity in daily retail operations
At Decades, staying on top of performance in busy retail environments hasn’t always been easy. Despite their focus on customer experience, it was difficult to see clearly how stores were performing on the things that mattered most, like offering help and conversion rates.
We talked to Chain Manager Tobias Neverland Rolsdorph about what the situation was like before Maze and how Decades started using feedback to learn and grow.
“Working with retail on a daily basis, it’s easy to find yourself somewhat in the dark. How are we really performing in these areas that are so important to us?”
Previously, improvement efforts were driven from the top down, with central teams setting broad goals for the whole organization.
“In the past, when we set global targets, there was more of a top-down push effect. We, at a higher level, would look at the entire chain and say: ‘This is where we need to improve.’”
Decades wanted to change that and bring responsibility and insight closer to the shop floor.
Putting store teams in the driver’s seat
When Decades rolled out Maze, the impact was immediate. The tool gave store managers and their teams real-time insight into how they were doing, and where to improve, based on customer feedback.
“Now, the motivation and ability to work on these issues have been pushed further down in the organization,” says Tobias. “That’s when you start seeing real impact, when store managers themselves fine-tune how they meet customers in the best possible way.”
Alongside their own sales training program, Maze helped Decades create a retail culture where store teams are more involved and take more ownership.
“The biggest credit goes to our store teams,” says Tobias. “They meet customers every day, and Maze helps them focus on the good interactions and replicate them.”
The Maze app isn’t a monitoring tool, it’s part of how store teams should train and grow.
“The best training happens in real customer moments,” Tobias explains. “And Maze helps us capture and talk about those moments in every store.”
Growth through better customer experiences
In 2024, Decades saw a 6% increase in revenue and they have never performed better.
“In 2024, we saw a 6% growth. We crushed it and I’m so proud of how we have managed to grow together over the last few years.”
And it wasn’t due to a spike in traffic, but because the in-store experience got better.
“We’ve taken new steps forward, particularly regarding KPI:s like hit rate, average basket size, and conversion. So, our growth isn’t necessarily due to increased traffic, but rather how we handle and respond to each individual customer visit.”
Decades’ conversion increased by 0.2 percentage points. A small shift that made a big difference given their high foot traffic. Sales per customer (PPK) also went up.
“Tools like Maze and our sales training program are key parts of that. It’s the combination that drives our performance. That’s where the magic happens.”
Turning feedback into fuel
With Maze in place, Decades quickly began to see more than just performance data. What stood out most was the unexpected volume of heartfelt, detailed feedback from customers which created energy across the organization.
“I’m truly fascinated by how many of our customers take the time to leave feedback. It honestly gives you goosebumps. The number of people who, over the past year, have gone out of their way to write detailed comments based on a great experience… it’s just amazing,” Tobias says.
That kind of feedback became a powerful motivator for reflection and learning at all levels.
“This isn’t a tool that’s only for a few people. It’s for all of us working in retail.”
More than just a reporting tool, Maze evolved into a shared platform for recognition and growth.
“Maze has become a shared space in our organization,” says Tobias. “From leadership to store staff, everyone engages with it. We use it to talk about the wins, highlight best practices, and inspire action.”
A data-driven culture with real customer impact
For Decades, Maze has helped shift the culture from gut feel to data-backed action.
“Personally, I love data,” Tobias says. “Being able to dive into it, see consequences and correlations, that’s incredibly exciting.”
“Looking at week-by-week and month-by-month performance in our stores, we gain real insight. By combining insights from Maze with our own sales data, we can identify where we need to improve, and also where the potential lies.”
And that translates directly to the bottom line:
“Customers who say they received help in the fitting room or were offered relevant sale items often end up buying more. They’re also more satisfied. That connection is clear.”
In fact, Decades has already seen a 33% increase in the number of customers being offered help in the fitting room. This is a key interaction they’ve identified as directly linked to increased satisfaction and sales.
“The insight is a goldmine,” Tobias says. “We can see where expectations aren’t being met and act quickly to improve. It’s no longer a guessing game, and we don’t need to work in the dark.”
