ikea

Creating memorable experiences

The challenge

IKEA wanted to explore and define key growth territories and potential new business models in subscriptions, a new territory for the business. IKEA saw potential in this business model and wanted to move quickly to test and learn in the market.

the insight

IKEA’s Cash & Carry and functional approach to moving merchandise did not take into account that people’s lives revolve around moments that create memories. If IKEA could increase its presence, relevance, and availability in these moments, it could open up new opportunities for engagement beyond the big box store.

the outcome

We developed an ‘innovation roadmap’, comprising ten potential businesses leveraging IKEA’s unique assets, placed on a spectrum going from near-in activation to far-out innovation — grounded in consumer/market insight and backed by commercial sizing.

Then designed two of the experience from beginning to end, including the look and feel of the boxes, branding, in-store displays, websites, social media strategy, and email marketing plans to create two MVP nationwide pilots that went live in 2020.

Together at Home

An in-store curated selection of IKEA foods, bundled as a family get-together in a box with two skews of Kitchen Kit and Snack Kit.