Deloitte and MashUp join forces

Media releases

Deloitte and MashUp join forces

Using digital and spatial design to maximise a customer’s experience

3 August 2015: Deloitte Digital has joined forces with the team from customer experience consultancy MashUp, to expand Deloitte’s brand and spatial design capabilities within its customer practice. MashUp is a strategic consultancy specialising in integration of brand values, digital content and design thinking, retail spaces, branches, pop up and workplaces.

Frank Farrall, Managing partner Deloitte Digital, welcomed Deloitte’s continued investment in expanding the firm’s service offerings to help clients respond to the rapidly changing needs of their customers.

“It is all about creating a smart physical environment for the consumer, who is increasingly expecting a seamless physical and digital experience. Our clients are experimenting with the Internet of Things where in-store sensors communicate with the consumer’s apps to provide unique and convenient engagements,” said Mr Farrall. “MashUp’s capability brings the vital perspective of how the physical environment will need to adapt to this multi-dimensional landscape.

“MashUp has incredible skills in designing physical environments and improving the way a customer engages within the retail, financial and health industries and I am delighted Robbie Robertson and his team have decided to join Deloitte,” said Mr Farrall.

Deloitte CEO Cindy Hook said “Deloitte has embraced innovation and change since 2004, actively building our digital and technology practice as a key enabler of change, and helping fuel the professional services firm’s rapid growth and recognition as one of Australia’s more innovative firms”1.

“We are committed to building capability to assist our private and public sector clients respond to the rapid change affecting their markets and customers.

MashUp’s track record, blending the physical with the digital, is central to our clients’ retail businesses, and is an increasingly important part of the marketing mix in today’s digital world.”

Robbie Robertson, owner and founder of MashUp, will become a Deloitte partner and brings his team of 10 design professionals to Deloitte.

“MashUp develops, builds and executes customer experience strategies that fuse digital and physical channels and create purpose-led brand engagements impacting the bottom-line. Collaborating with Deloitte Digital will give us the opportunity to provide more innovative and holistic customer engagement across a range of spaces for our clients.

“It puts design thinking at the top table, ensuring integrated customer experience becomes a C-suite conversation. Merging our practices sets a global precedent that gives design a leading role in business strategy,” said Mr Robertson.

Katherine Milesi, Deloitte Digital Practice Leader in NSW said, “Our recent research, ‘Navigating the new digital divide – digital influence in Australian retail’ found more than 40% of store visits are influenced by digital, which could mean a customer visiting a website or using social media before, during or after their visit.

“In fact when consumers use digital devices to research, find and compare products –– it boosts average conversion rates by 25% with 21% of respondents reporting they bought more.

"This has enormous implications for retailers. They must now analyse and understand these new customer journeys so they can provide the right information and service levels at the right time. Understanding the physical and digital dimensions of the customer journey is vital to this.

“Historically, local retailers have not gone online as quickly as in other markets,” explains Ms Milesi. “That is fast changing. Digital is becoming an integral part of the in-store shopping experience. Australian retailers need to understand how to harness its influence to increase conversion rates and order sizes.”

1 Australian Design Award 2013
BRW 50 Most Innovative companies 2013
BRW 50 Most Innovative companies 2014

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About MashUp

MashUp is a global consultancy specialising in customer experience strategy and design. MashUp’s core team includes:

Robbie Robertson, Managing Director and owner. He is a strategist and business growth expert who has been running the international team from the headquarters in Sydney.

Patrick Moloney, Project Director and owner, is the planning and delivery expert of high-level multi-disciplinary projects. His projects have included BlackBerry’s first-ever concept store in Asia and Virgin Mobile’s national retail rollout.

Karen Spear, General Manager and retail specialist. She is a shopper strategist and previously headed up the Australian division of global retail marketing industry association POPAI.

Nicola Mansfield, Director and brand pioneer who has won many design awards, has over 20 years experience, including at Wolf Ollin’s in London, and has led Jurlique brand client-side as Global Creative Director.

About Deloitte Digital

Pioneered in Australia, Deloitte Digital is committed to helping clients unlock the business value of emerging technologies.

Through 21 studios spread across the United States, Canada, Europe, India, South Africa, Japan, Singapore and Australia, we provide clients with a full suite of digital services, covering digital strategy, user experience, content, creative, engineering and implementation across mobile, web and social media channels.

About Deloitte

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.
Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte has in the region of 200,000 professionals, all committed to becoming the standard of excellence.

About Deloitte Australia
In Australia, the member firm is the Australian partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms, and winner of both the Australian Financial Review/CFO Audit Firm of the Year and Accounting Firm of the Year awards 2013, Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 6,000 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. Formore information, please visit Deloitte’s web site at

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