menu

How IKEA Wins Business Through Co-creation & Collaboration

How IKEA Wins Business Through Co-creation & Collaboration
Advertising

Top exec talks to PSFK about the values that drive a brand with innovation and creativity.

Piers Fawkes, PSFK
  • 17 july 2014

How does a legacy brand keep connected to fast-paced consumer culture? How does it remain relevant and engaging?  I spoke to Rich D’Amico, Deputy Marketing Director at IKEA USA, about the IKEA brand, the values that drive a business of innovation, and methods behind their creativity. IKEA’s lessons are relevant for everyone involved in building businesses – whether they’re evolving a brand from the head-office of an established corporation, growing market share a local subsidiary or seeking trajectory in their start-up.

Piers Fawkes, PSFK.com: On PSFK.com, we find ourselves frequently writing about the IKEA brand. What is your company’s ethos that keeps IKEA innovating and staying fresh in the consumer mind?

Rich D’Amico, IKEA USA: Firstly, we’re a company with very clear values. The culture is built on those values. The ones that I like to think about that are relevant to today’s conversation are around simplicity (being as simple as possible) ad working together.

We also have another value that we talk about all the time: it’s called constant desire for renewal. We ask ourselves, ‘What can we do better? What can we do differently?’ We are helping people figure out what it is they need and providing a solution for that.

In addition, the other thing we talk about all the time is this idea of daring to be different. That’s rooted in our history, how we’ve evolved as a brand and as a company. Back in the ’50s and ’60s, nobody was selling furniture the way we were selling furniture. That was about daring to be different. That stays with us today in 2014. How can we do things in a different way?

ikea-subway

 

Piers FawkesHow does your philosophy inspire creative work?

Rich D’Amico:  We rely on consumer insights to drive marketing and product ideas.

A key thing we do is that we tend to get very close to consumers. I like to call it anthropological marketing, studying people, getting close to them, going into their homes, having conversations, reading reports, information. Understanding their needs, dreams and desires. Being the brand that helps them fulfill those needs, dreams and desires.

I like to call it ‘co-creation’ because I believe that a lot of what we do that drives marketing is co-created with consumers. What we do in terms of product development is co-creation with consumers.

The Home Tour is a good example of that because we could see from our conversations with consumers. We knew from the research that people were staying in their homes longer, but they were motivated to do some freshening up.

IKEA Home Tour

IKEA Home Tour

 

They felt challenged, this idea of decorating paralysis, “How do I get started? What do I do? Where do I go? What’s the source for that?” Sometimes people need a nudge.

Piers:  What is the best approach a modern brand can take in order to create value with the consumers?

Rich:  When I think about our brand, it’s about being open and approachable, simple, inclusive, very much down to earth, authentic, fresh, curious, conversational, insightful and empathetic. Those are the words we use to describe the brand.

I would use those same words to describe our relationship with consumers and our relationship with coworkers. For me, it’s completely integrated.

Every touch point is either going to enhance the brand or it’s going to hurt the brand. For us, it’s looking at all those touch points with our coworkers and consumers and really ensuring that we’re delivering consistently and at the right level

Of course, through the Home Report and some of the other things that we mentioned before, we have this beautiful opportunity for consumers to tell us what’s going on in their life and how we can help them. We have all that information now that we can feed back to communication, to product development, to a store, an online experience.

For me, it comes back to co-creation, collaborative effort between co-workers, consumers and the brand.

Rich D’Amico is the Deputy Marketing Director at IKEA USA

IKEA USA

Advertising
Trending

Brand Engagement At The Gates Of The World's Largest Open-Air Gallery

Culture
Fashion Today

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Work Today

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world

Trending

Get PSFK's Related Report: Future of Work

See All
Europe Today

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

Children Today

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school

Related Expert

Deena Varshavskaya

Retail, Mobile, Social

Travel Today

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

Technology Today

Small Handheld Analyzer Checks Oral Hygiene On The Go

The breath-detecting gadget gives people a quick and easy peek into their dental health

Asia Yesterday

Safe Drivers Rewarded In Japan With Free Coffee

Driving Barista is a new app that encourages Japanese motorists to put their phones down as they drive

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Yesterday

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Today

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Arts & Culture Yesterday

Michael Kors Has Designed Their Own Instant Camera

In a partnership with Fuji, the limited edition Instax Mini 70 comes in an exclusive metallic gold color

Health Yesterday

Manage Your Emotional Health Through Your Phone

Pharmaceutical company Pfizer has created a new iOS app meant to help patients track mental progress and set goals

Food Yesterday

Delete Food Pics Off Of Instagram To Feed The Hungry

Land O'Lakes and Feeding America are donating meals for every picture of a meal taken off of the social platform

Design & Architecture Yesterday

This Shape-Shifting Pod Could Be The Future Of The Cubicle

MIT and Google have designed a new form of work enclosure meant to offer privacy in open-office layouts

Advertising Yesterday

Billboard Spies On People As They Walk By

To promote the movie "Snowden," the advertisement broadcasts information on passersby without their knowledge

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Fashion Yesterday

Anti-Pollution Scarf Helps Cyclists Ride Through Cities

An innovative system filters pollutants and its accompanying app monitors quality of the air

Automotive Yesterday

Volvo’s Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

The fully-automated vehicles are part of a development project to help improve safety for workers

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

No search results found.