Digital store entrance and exit
Despite its iconic quirkiness in the US market, the IKEA store has a reputation for being a classicly analog experience: clean white paper price tags, tri-fold shopping lists that customers fill out with little wooden pencils. But customer expectations for an efficient and engaging shopping experience demand that the store environment adapts to new needs. I was tasked with laying the groundwork for a digital communication strategy and plan that would carry us through the next two years. The first investment approved under this plan was for digital display solutions to be used in the store entrance and exit areas. For these solutions, I led the ideation process, held the task of determining what hardware was most appropriate for the messages and best fit the space. I also planned in detail the layouts and technical specifications for 25+ stores. Finally, I established standards for how the digital content for these displays will be formatted and managed in the future.
Early stages of this project involved creating a comprehensive customer journey map that plotted out and categorized all of the points in the IKEA store where a customer interacted with digital content
The purpose of the store entrance display is to promote current product range and home furnishing solutions relevant to customer needs at home according to the time of year
The store exit display's purpose, on the other hand, is to promote new product collections, upcoming campaigns, and store events to give visitors an incentive to come back soon
