Our lowest price solutions

For FY19-20 we changed our visual approach of ‘Lowest Price’ commercial message for Breath-Taking Items, Hot Dogs, and Back-off products. Our goal was to make a significant impact with strong range presentation first, and graphic communication supporting. We were working with tactical pricing communication to show our lowest-priced products in every product function area in our units (Mandatory #07), but we wanted to amplify the low price impression.

• Created strong solutions for lowest price products to support presenting and communicating the four price and quality levels of the IKEA range (Mandatory #18) 

• Clear price and quality levels for each product function allows customers to compare products and choose ones that fit their specific needs and wallets 

• Improve the quality of the customer experience for our BTI products

• Drove IKEA’s competitive advantage as a home furnishing specialist 

• Strengthened our low price profile   

• Grew customer awareness of IKEA value for money and affordability 

I developed the Lowest Price strategy and created solutions for BTIs, hot dogs, and back-offs. The goal was proud, thoughtful range presentation for our lowest priced products that demonstrated the smart features and benefits.  

• Completed thorough product analysis to discover the features and benefits  

• Designed a visual approach that was consistent: simple, clean, and bold for a strong impression 

• Utilized repetition or solitaire with color and fronta as secondary display technique options to make the products stand out from the surrounding  

• Highlighted the products with techniques like stacking, grouping in larger volumes, and placement of the product in the composition  

• Supported range presentation with feature and benefit communication + tactical pricing communication to proudly enhance these articles’ value for money 

To further support the Lowest Price strategy, I co-lead a workshop to test the ideas and solutions in a store. We partnered with the East Field organization + store VM team, then rolled out the solutions to our remaining CMP's.

• Executed and tested display solutions in a working store 

• Coached commercial team how to apply strategy principles to individual store layout using layout as a commercial tool 

• Built competence and trust with the Field organization and VM team

• Secured high quality standard of execution for solutions 

• Took feedback from the workshop to develop new solutions and share with other units in the US market