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Big Box structure means there are no Windows for display
The Big Box structure is painted an iconic colour scheme of
yellow and blue, it has the name IKEA which is also the logo and
trademark. These draw customers to IKEA.
Without the logo, these colours immediately tell customers that
they are at an IKEA store, the home of low priced ³flat pack´, self
assembly furniture.
IKEA uses signage:
for directional purposes to direct customers into the store
To define departments and show customers where products are
For product labeling and information
For pricing
Specials
To create a retail ambience, IKEA has divided the store Into floors:
- ground floor: checkout + warehouse - 1st floor: market place - 2nd floor: Showroom
-The Show Room is designed into Room Settings that offer particular living situations or
concepts to customers for:
-Living rooms, Dining rooms, Kitchens, Home office, Bedrooms, Toilets etc..
-Each Room Setting is designed to balances colours, fabrics, shapes and textures to
give the "room" a restful and uncluttered look.
-customers are encouraged to draw inspiration from these room settings to re-create
them in their own homes.
-In between display units, IKEA uses subtle push marketing to promote products for
impulse buying.
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An entire IKEA store is always lit very well
In particular the Room Settings and product
displays are set off by more intense lights.
Light makes products shine and bring colors to life.
Once a product has captured a customer¶s
attention, the odds are increased that a purchase is at hand.
The visual merchandising technique of using light impacts positively on IKEA¶s
customers¶ impression of their shopping experience and the store¶s profits.
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IKEA is consistent with its corporate image and
brand anywhere it is located.
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IKEA uses a maze-like layout for all its stores.
This is designed to induce impulse purchases as
customers are forced to see all products displayed
in a manner which is attractive .
IKEA designs its online pages using the same visual merchandising techniques they
do in store.
they use room settings for particular living situations to inspire ideas.
the pages are presented with grouped products giving options and making it easy for
customers to browse by clicking the next room button.
a strong use of light to highlight products and create an ambience
IKEA virtual shoppers cannot physically interact with the product itself like they
can do in store.
IKEA therefore provide extensive information about the product.
provides quality clear pictures online
enable zooming in and out and other options to view the same product.
They have tools to assess online traffic, however that does not benefit
customers who face the task of starting over again in their browsing experience.
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Tony Morgan, Visual Merchandising: Window and In-Store Displays for Retail,
Laurence King Publishing, 2008
Paul Edmunds, Online Merchandising Techniques, ClickTorch, 2008
The Retail Doctor® Group Pty Ltd, VISUAL MERCHANDISING, How to
build powerful visual merchandising that lead to greater sales, customer visits
and profits, 2009.
Available at: www.IKEA.com [Accessed: 15/07/10]
Available at: www.allbusiness.com [Accessed: 15/07/10]
Available at: www.vmsd.com [Accessed: 15/06/10]
Available at:: www.charlotte.bizjournals.com, [Accessed: 14/07/10]
Available at:www.discoverdbr.com/visualmerchandisingtips.htm, [Accessed :
15/07/10]