THE CUSTOMER IS NOT HERE ONLY TO BUY A FRYING PAN, BUT ALSO TO COOK THE WORLDS BEST STEAK. THEY WANT SOLUTIONS AND INSPIRATION.
The consumers don’t want to buy a frying pan, they want to cook world class steaks. IKEA wanted a solution that moved the focus from product and functionality towards inspiration and desire. By taking an overall approach around product range, communication and product presentation we found new ways for IKEA to meet those customer needs.
Consumers need stimulation or they will soon be bored and uninterested, and therefore likely to shop less. IKEA wanted a solution that combined their focus on efficiency with more inspiration in the department for cooking and meals.
Some of the conditions for the project was to use the same store space, and work with the same range of products. Kollo added a strategy to decide what role each product should play in the range. We created a clearer store structure, visualizing width of product range, the price ladder and priorities – all based on consumers buying behaviour. We developed new communication that has a clear purpose, and the much awaited inspiration was created by adjusting the merchandising. In assigned areas the products are now presented as they will actually be used at home in the customers kitchen.
Kollo changed the way IKEA and the customer meet, where the customer is given food inspiration and is tempted to buy – then go straight home and cook. The department feels more living with inspiration areas where IKEA offers knowledge in terms of product facts but also cooking tips and recipes. The whole selling area has got an increased focus on quality, shop-in-shop solutions have been developed for selected and prioritized parts of the product range. Overall, the IKEA Cookshop now have a more obvious connection to food, cooking and the customers every day life.