Ikea Campaign Highlights The Craftsman To Transform Consumer Perceptions
Shoppers were encouraged to view the store as a place where they could create their own custom home.
Earlier this year, agencies MEC and Ogilvy & Mather were given the task of increasing the amount IKEA customers spend per transaction, which had seen only a 2% growth during 2010. Mashable‘s case study shows how they achieved this through ethnographic research and an integrated marketing campaign.
Ogilvy conducted both at-home and in-store ethnographies with 35-year-old IKEA shoppers to find out about their spending habits. These people associated IKEA with smaller items such as lamps, rugs and other accessories rather than large items and rooms. This retail blindness meant they couldn’t see past these items when they walked around the store. They were also found to crave “personalized inspiration” for creating a custom home that suited their needs.