Driving footfall to the store during the opening campaign



BWP has been working with IKEA for over 12 years delivering experiential both in and outside of the store environment, delivering store opening campaigns and supporting with ongoing local marketing. Our latest store opening. The 25th store to open is in Exeter.

BWP helped to drive footfall to the store during the opening campaign and during the crucial first weeks of trading by developing a series of in store activities that really brought the concept of IKEA to life for its new customers. From store tours and interior design 1-2-1s through to craft and cookery, a broad programme was devised to appeal to a varied audience. The agency was also responsible for the smooth running of the opening day, which was attended by key stakeholders within IKEA as well as local dignitaries, press and hundreds of excited IKEA fans.


  • Store is tracking ahead of forecasted sales goal
  • All activities fully booked with over a thousand pre-booked spaces filled
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