Brief Explanation

The communication needed to stand out in a cluttered store environment. Customers are also so used to seeing sale messages that it required a totally fresh approach.

The Brief

To develop in-store communication that highlights the huge price reductions during the sale and creates excitement about the bargains available.

How the final design was conceived

The actual price tags of the items provided a great way to communicate ‘progressive reductions’ in the price. When combined with IKEA’s Fruit Peeler it possible to effectively highlight how the prices were being ‘pared down’.

Indication of how successful the outcome was in the market

The ‘The IKEA Sale’ in-store communication created considerable word of mouth publicity among shoppers, and contributed to both higher visitor traffic and higher sale volumes during the sale period.