Retail Marketing and Merchandising Leader
DEBBIE MORROW
IKEA I UNITED KINGDOM
Communication & Interior Design Manager
Accountable for providing an instore experience that drove the IKEA vision to "create a better everyday life for the many people" by providing a store layout and graphic communication that was inspirational and informative.
STORE PLANNING AND DESIGN
Objective: Provide store layout and visual merchandising solutions that optimized commercial awareness, trends and conversion for UK flagship store.
Deliverable: Redesign 6155 sq.meter showroom including racetrack, studios, and room sets.
Responsible: Accountable for developing strategy, planning and implementation of $1.3M reset had to incorporate IKEA brand identity, commercial calendar, and home furnishing solutions for greater London demographic.
MATTRESS STUDIO
Objective: Improve "how to buy" graphics as consumers were having difficulty making a purchasing decision which was impacting sales.
Deliverable: Develop best-in-class layout and graphics that allowed for an interactive experience and clearly communicated price ladder through "good, better, and bst".
Responsible: Develop strategy, creative concepts, and style guide for cross-channel execution.
