Case Study: Maxeda DIY Group achieves omnichannel excellence with HPE Aruba Networking's mobile-first Wi‑Fi platform

Aruba creates Mobile First platform to encourage omnichannel excellence at Benelux retailer

Maxeda DIY Group is a leading Benelux home-improvement retailer operating 389 stores across Praxis, Formido, Brico and Plan-it. Facing the common retail challenge of driving omnichannel sales and delivering a seamless customer experience, Maxeda needed a single view of the customer and a modern, standardised in‑store Wi‑Fi platform to connect digital touchpoints, capture behavioral data and make shopping easier and more engaging.

Maxeda deployed Aruba’s Mobile First architecture — including 2,234 iAP‑315 indoor and 20 iAP‑275 outdoor access points, Aruba switches, ClearPass, AirWave, Meridian and BLE beacons — to standardise and centrally manage Wi‑Fi across 320+ stores. The rollout delivered consistent connectivity, real‑time heatmaps and network control, enabling faster rollouts, secure customer access and a platform for innovations such as in‑store wayfinding, staff tablets, personalized offers and measurable metrics (footfall and heatmaps) to drive omnichannel revenue.

Maxeda DIY Group

Erik Cuypers

Chief Information Officer