IKEA - Swedish food market

retail design

this was a rebuild of the Swedish food market that I designed, planned and carried out at IKEA. The Swedish food market is placed at the end of the shopping journey at the store, right after check-outs.

working with the layout and creating a fresh, new vision for the space was key in a successful rebuild! It was important to create a balance between the brand's Swedish roots and Bangalore's local market and life at home knowledge.

when planned well, the layout supports both planned impulse purchases. The Scandinavian modern design style ensures that the food market stands out as an appealing sales area.

timeline & process

reasons for change

work brief

creative direction

checkpoint

rough layout

checkpoint

fine layout

adjustments

checkpoint

final presentations to all stakeholders

preparations for implementation

followup

handover to sales

implementation

duration of rebuild : 2 months

brief and goals

reason for change

To engage and inspire our customers and generate more interest in SFM by prioritizing the cluster layout and adding more range
Grouping of SFM range overview and customer flows for a better shopping experience, using layout as a commercial tool
Enhancing the Swedish-ness through concept and impression
Plan for racking systems and solutions to benefit our commerciality and concept
Improve conversion rate and sales share by creating a welcoming and inviting approach for the SFM

qualitative goals

A strong Swedish meeting point (natural, organic and bold)
To show the width & depth of the Swedish articles, traditions and lifestyle
Creating a structured layout with a range of primary groupings based on the following areas :-

Everyday meal (including Swedish specialty)
Snacks and Treat
Swedish break
Breakfast

Create and highlight everyday rituals and recipes too
To communicate the commercial messages – Swedish-ness, Sustainability & Affordability
Add appropriate HFA solutions/addons to provide a complete offer to the customers

quantitative goals

Improve SFM sales share from x% to y% of total IKEA SFM/Bistro
Growth +2% from SFM/Bistro total growth (x% to y%)
Volume 100% (from 4 palettes to 8 palettes)
Stock accuracy reduction from 2% to 1% (theft & lack of stock accuracy)
Support HFAs (cookshop) cross merchandising to generate more sales opportunities

mood board & narrative

Scandinavian modern

Mature, harmonious and long lasting

Neutral colours dominate this expression - including white and black, together with tones of beige and grey. Blond woods – mainly birch and ash - are also a key feature. A combination of natural fibres, lacquered metals, glass, paper and ceramics is used. Natural materials balanced with a light base create a soft and simple look. Textiles are cotton or linen. Patterns are bold and graphic. Contrasts add life and movement to otherwise minimalist interiors. The home furnishings are simple in form - functional, practical and easy to maintain, facilitating an easier everyday life. Details are important. The goal is to create a simple, relaxed, harmonious space.