How An Integrated Marketing Campaign Boosted IKEA’s Sales Over 7% [Headlines]
The Swedish furniture retailer has a low amount spent per customer and spent the last year trying to boost those numbers.
Media agency MEC and ad agency Ogilvy & Mather faced a tough challenge earlier this year: to grow the amount each customer spends per transaction at IKEA (known as “ticket size”), a figure which had only seen a mere 2% growth during 2010.
“For several years, IKEA had achieved growth by opening new stores and thereby pulling in new customers. But in 2011, with only one new store opening planned, footfall could no longer be relied on to drive national growth. To maintain the sales increases of previous years, we would have to sell more to the customers we already had,” says Adam Shlachter, MEC’s managing director of digital. Mashable