Overview

This project delivered a time-restricted kitchen offer across IKEA UK & Ireland stores, spanning 27 locations and multiple store formats (large-format, LADA, and small city stores).

The objective was to design and implement a scalable in-store communication system that could clearly position the offer, reinforce urgency, and drive conversion across a fragmented retail environment.

My role focused on developing a multi-channel visual system and defining its implementation logic across physical and digital touchpoints.

System & Implementation

The campaign was structured as a hierarchy of in-store graphic carriers, designed to operate across the customer journey while remaining adaptable to store format constraints.

Communication hierarchy:

• Primary impact: entrance billboards, pelmet signage, large-format posters

• Secondary reinforcement: room set posters, kitchen vignettes, price headers, METOD markers

• Tertiary support: A4 signage in transitional spaces, studio desks, navigation points

• Digital layer: 9:16 and 16:9 motion content across in-store screens (Zeta system)

Each carrier was assigned a specific role in the customer journey — from awareness to decision support — ensuring structured reinforcement rather than repetitive messaging.

Placement Logic & Execution

The system was designed around customer movement and decision proximity, with messaging concentrated at key behavioural points:

• Entry zones → awareness

• Movement zones → reinforcement

• Decision zones (kitchens / showrooms) → conversion support

• Consultation zones → guidance

Signage density was intentionally controlled to avoid visual overload and maintain hierarchy clarity across diverse store environments.

Production & Operational Design

A key responsibility was aligning creative intent with real-world production and rollout constraints across 27 stores.

The system defined:

• standardised formats for scalability (A4, poster, vinyl systems)

• production methods (vinyl print, paper print, foam board applications)

• reuse of existing substrates to reduce cost and material waste

• sustainability-led material decisions

• clear installation logic for store execution teams

This ensured the system was both visually consistent and operationally feasible at national scale.

Cross-Functional Delivery

The system was developed in collaboration with:

• Commercial Activity teams (campaign alignment)

• Selling & Loyalty specialists (customer journey integration)

• Local store graphics teams (execution)

• Carpentry teams (installation feasibility)

This ensured alignment between creative direction, commercial objectives, and in-store operational reality.

Performance & Evaluation

The activation supported strong commercial performance across both UK and Ireland markets during the campaign period.

Key outcomes:

• Average transaction value increased by approximately 20% in the UK

• Average transaction value increased by approximately 65% in Ireland

• Ireland exceeded campaign targets by 22%

• The communication system successfully scaled across 27 stores

• Consistent implementation was achieved across physical and digital touchpoints

The project demonstrates how a structured in-store communication system can support commercial objectives by increasing offer visibility, reinforcing urgency, and guiding customers through key decision-making moments.

While sales performance is influenced by many factors—including pricing, product strategy, market conditions, and retail operations—the campaign provided a consistent communication framework that supported the offer across all store formats and customer touchpoints.

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