Merchandising Presentation and Store Design (Part 3)

Store Design

The following are three different elements used by IKEA for their store design:

·         Layouts

A Racetrack layout has a main section which directs towards various section of the store, loops through the store and returns customers to the front of the store. It draws customers around the store and is commonly used in department stores.

IKEA used Racetrack Layout (Loop) to encourage customer to explore and move around IKEA at ease. The Racetrack Layout (Loop) leads customers throughout the whole IKEA passing through different department. It makes sure that no section is missed out as the Racetrack Layout is design in a way that customer will have to follow the path in order to get to the end.

The Loop allows customer to have different viewing angles and to catch a glance of every item in the store within a look. This encourages exploration and impulse buying. Thus this is strategic for IKEA as to capture customers.

• Signage and Graphics

Location: Identifies the location of merchandise and guides customers

Category Signage: Identifies types of products and located near the goods

Promotional Signage: Relates to specific offers

Point of sale: Near merchandise with prices and product information

Lifestyle images:  Creates moods that encourage customer to shop

IKEA made use of the areas within the store to design different concept to capture customer attention. As shown in the pictures below, IKEA has made use of the space to come up with different living room concept.  It can be romantic, funky or flowery. With this different mini showcase, IKEA provides ideas and gives unique experience to their customer.

·         Feature Area