Maxwell is a family owned business with an extremely high service standard. This is hard to communicate in the current price driven market of electronics. The design aimed to show all hidden customer benefits of Maxwell and to make a visit more relevant and customers more loyal. This combination of service with great offers in a modern and warm store surrounding is Maxwell proposition. The approachable and friendly store is accessible for either man or women of all ages. The wall of televisions makes the store feel alive and dynamic. Maxwell describes its strengths as 100% price guarantee, fast and free delivery and home service for white goods and televisions.