IKEA is known for its home decor and kitchenware product designs. However, it operates an in-store Swedish cuisine product line and a bistro/restaurant that draw attention to its unique menu. The sales journey originates from the customer taking a meal at the restaurant, passing through the home decor area and the kitchenware section, then the warehouse to pickup the furniture parts, and finally making the payment at the checkout area. Before heading out, customers can grab a quick bite (yet again) of the Swedish food products/beverages at the bistro. This signifies IKEA’s skillful design of the store layout transforming it into a marketing channel itself. The walkthrough guides customers through various product segments, so that IKEA cross-sells between food and furnishings without the customer realizing it — extending the emotional high of the cuisine into a purchase decision. To extend their time and exposure in the store IKEA even houses a kids’ play area called ‘Småland’ where accompanying kids could spend an hour worth of playtime.

Entrance → Restaurant/Småland → Home Decor/Kitchenware areas → Warehouse → Cash Counters → Bistro → Exit

Nowhere is this cross-selling more visible than at the poster line in the cookware section. This vivid campaign depicts varied age groups enjoying a meal. The journey design incorporates the skillful use of physical space to extend the visual and emotional cues connecting the two business lines — restaurant and frozen foods with kitchenware as the connective tissue. The design of the posters depicting a heterogeneous mix of people reflects a commitment to social inclusion, promoting a shared community space, and family togetherness. This reinforces the brand message that the product/meal/cuisine is a household staple rather than a niche indulgence. Most tellingly, the spatial sequencing of the posters at a crucial juncture in the purchase trip plants a recall trigger at the exact emotional peak of the visit ensuring the conversion of a satisfying meal into a purchase impulse.