Bed compact
The range is grouped by style and family. Bed frames are placed first, followed by bunk and loft beds (this includes beds +6 years). Day beds are placed in the last hot spot, to secure a strong location. For countries carrying the continental range, it can be placed in close connection to the mattress studio.
Chest of drawers compact
The chest of drawers range is grouped by style followed by family. The "home furnishing friends" (HFF) range that is developed to support top families, are also placed in this area. For example the SYVDE family, that is developed to add functionality to the MALM family.
Overview of the bed compact
Beds are presented on both sides of the main aisle, with traditional range on the left side and modern range on the right side. This gives a good overview and makes it easy to scan the offer.
Carpentry-made podia along the back wall are used to show range that co-ordinates well with the beds (for example, chest of drawers, bedside tables, dressing tables, desks and accessories). Quilt covers are displayed and merchandised in-between the podia to support add-on sales in a strong way.
All bedside tables are also shown together in one location, to give a good overview and to secure clear price and quality levels.
Carpentry-made podia along the back wall are used to show range that co-ordinates well with the beds (for example, chest of drawers, bedside tables, dressing tables, desks and accessories). Quilt covers are displayed and merchandised in-between the podia to support add-on sales in a strong way.
All bedside tables are also shown together in one location, to give a good overview and to secure clear price and quality levels.
Showing a complete offer.
The first impression in the new Bedroom department is all about showing the complete offer. By showing how beds can be co-ordinated with matching bedside tables and chests of drawers, the buying behaviours of the customers are clearly supported. In the prolongation of the main aisle, a perimeter break is placed to create attention.
Co-ordination medium supports the Home furnishing knowledge message, with focus on Small space living. It creates a strong aesthetically co-ordinated presentation of several functions from the HEMNES family. The collage technique provides a strong style expression and gives the opportunity to sales steer to a top family with impact.
Bedroom storage is a very personal type of organisation that’s connected to how we express ourselves, but also in what we choose to keep private. There has also been a clear shift in customer expectation, wanting more from brands – a personal, friendly and transparent experience that shows that a brand knows who they are and what they need.
To support news and the future top families VIHALS, IDANÄS and HAUGA in a strong, inspirational way.
To support customer types who are searching for low-price wardrobes or interested in a unique design piece, by communicating the strength of each family on different price levels. To present a price ladder that is clearly visible.
To stand out from the competition by presenting a stylish, affordable range backed up by life at home knowledge.
To improve the customer shopping journey by elevating range presentation and simplifying the buying process, always connecting to the omnichannel experience.
To connect with customers using the IKEA Tone of Voice, securing a perception as a friendly brand that “knows my challenges because they have the same challenges”.
