Work From Home ( Sales ) day 13/2

Democratic Design is the IKEA way of designing products so that they offer good function, form and quality, while also securing sustainability and low prices

• True

• False

The 5 dimensions of Democratic design ( Multi answer)

• Form

• Function

• Quality

• Low Price

• Sustainability

Democratic design also can be apply to developing a market-specific IKEA food range

• True

• False

Form is one of 5 dimensions of democratic design. Which consideration point can relate to developing Ikea food range in this dimension?

(Multi Answer)

• Taste, smell, color and texture

• Form, shape, appearance

• Indulgence vs. healthy

• Nutrition

Presenting and communicating the dimensions Democratic Design is a powerful way to:

(Multi answer)

• improve the quality impression

• express IKEA low prices

• build trust in the IKEA Brand

• demonstrate our commitment to sustainability

• visualize the price and quality levels in the IKEA offer. kinds of IKEA communication

Step communicate the customer benefits of Democratic Design

A. Start with the big messages

B. Select relevant key messages

C. Support key messages with evidence

D. Identify products that send the most powerful Democratic Design messages

• A,B,C,D

• B,C,D,A

• A,D,C,B

• C,B,D,A

“Customers don’t need to know the term Democratic design. They need to understand the product benefits”.

This statement given by :

• Sara Dror, Acting Com&InManager, IKEA Rishon Israel

• Oren Hacker, StoreManager IKEA Rishon Israel

IKEA Rishon have made two strategic decisions that influence the way they have implemented Democratic design in the store. They strive to communicate features and benefits with visuals rather than text and they put particular focus on their main competitive advantages:

A. Low price

B. Sustainability

C. Form

D. Function

E. Quality

• A & B

• C & D

• A & E

• D & E

IKEA Rishon has decided to measure results via IKEA Brand Capital, with the goal that the majority of respondents agree that the store offers products with:

Multi answer

• Quality – 65%

• Form – 75%

• Functional – 65%

• Sustainability – 55%

• Affordability – 65%

The commercial team in IKEA Rishon would like to make the following recommendations to other stores that want to focus on Democratic design communication:

Multi Answer

• Help everyone in the store understand what Democratic design is

• Know your products! Make every effort to secure deep knowledge about the entire range

• The commercial team must work together, with one agenda and clear focus on Democratic design

• Create simple guidelines and routines for how to work with Democratic design

• Show, don't tell. If you can show features and benefits, do that rather than use lots of words