LESSON NO. 2
respectfully AND relentlessly
Signs throughout the store proclaim “this year’s price vs. last year’s price.” Again and again, IKEA sells the company’s commitment to saving you money. There are signs on the floor, signs overhead, reminders of the great values in the restaurant, and free coffee for “IKEA Family members.”
In an IKEA store, there are “rooms” full of sample furniture and those furnishings are filled, covered, or placed below ornaments all available within the store. Every nook, cranny, sign, tag or display is chock-full of selling opportunities IKEA hasn’t missed.
Even the elevator walls, like that shown at the right, have messages designed to sell. The message is clear - your kids will love playing in your IKEA space!