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Ecommerce Summit 2019

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Ikea presentation

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Ecommerce Summit 2019

  1. 1. Click to edit Master title style Subtitle here ©InterIKEASystemsB.V.2013_G_V4.3 From brick and mortar to omnichannel strategy
  2. 2. We do our part, You do your part, Together we save money
  3. 3. Are people still happy to do ‘their part’?
  4. 4. ©InterIKEASystemsB.V.2018 ONLINE BOTH OFFLINE OTHERSMANYAREAS OFTHEHOME SPECIALISTSDIY
  5. 5. IKEA enables the many Belgians to enjoy their life, their home, their time, their way
  6. 6. Over the past few years… IKEA has changed Cash & carry Pick & Delivery service Click & Collect E-commerce 1984 2013 2017 2018
  7. 7. 7 LAUNCHOFIKEA’SECOMMERCEINFEBRUARY2018
  8. 8. =
  9. 9. 10 KICK-OFFCAMPAIGNTODRIVEAWARENESS 3.4M (48%) Reach 4,64 Frequency
  10. 10. 11 TESTINGASSTARTINGPOINTOFOUR PERFORMANCE-DRIVENAPPROACH Format: Story vs Feed Ad Story drove more purchases for a conversion rate of 1,13% Image: product vs inspirational Product focus drove more purchases for a conversion rate of 0,55% V S V S
  11. 11. 12 TESTINGASSTARTINGPOINTOFOUR PERFORMANCE-DRIVENAPPROACH User Journey Longer user journey drove more conversions with a cost per order 1,7x lower V S Feed Ad (Native) Collection (Native) eCom Feed Ad (Native) eCom
  12. 12. 13 PEAK:FUNNEL-BASEDAPPROACH AWARENESS CONSIDERATION SALES
  13. 13. 14 PEAK:AUDIENCESTRATEGY AWARENESS CONSIDERATION SALES Demographics Points of Interests Video Viewers Page Fans Behaviours Website Custom Audience Video Viewers Add to Cart Lookalike Purchasers Website Custom Audience Abandoned Cart Lookalike Add to Cart Crowd Capture Engaged Shoppers Precision Marketing
  14. 14. 15 STOP Member Reachable via email ? Members reachable via email only 6 months non- openers Members reachable via email excluding 6 months non- openers Member Reachable via SMS ? Member Reachable via Facebook ? STOP FB Post only receives email 10% only email 80% receives email + SMS 10% only SMS Measurement: comparison of sales uplift across the different segments PEAK:TARGETINGIKEAFAMILYMEMBERSTODRIVELOYALTY
  15. 15. 16 EMAIL SOCIAL POST 160K Incremental Reach to Emailing 328% ROAS in 2018 PEAK:TARGETINGIKEAFAMILYMEMBERSTODRIVELOYALTY
  16. 16. 17 PEAK:GEO-TARGETEDSUPPORT Insight from Retail Distance to the store is strongly impacting IKEA penetration 0 to 30 min to store More than 30min to store
  17. 17. 18 HOWWETACKLEDBLACKFRIDAYMOMENTUM? € 0 to 30 min to store More than 30min to store € Drive to eComm Drive to Store Pixel Tracking Offline Conversions
  18. 18. 19 ALWAYS-ONPRODUCTPROMOTION CoreYoung Inspirational immersive approach showing the products in a scene. Product cards below to drive purchase on e- shop. Stories first approach Dynamic, colourful content personalised for this audience
  19. 19. 20 ALWAYS-ON:AUDIENCEPOOL CORE TARGET Core CONTENT WHEEL Ideas PRODUCT Kitchens Users who swipe up will be added to each one of the audiences above thanks to the Crowd Capture tool
  20. 20. 21 ALWAYS-ON:AUDIENCEPOOLRE- ENGAGEMENT CORE TARGETS ‣ Young ‣ Core ‣ Website Audience ‣ eComm Audience CONTENT WHEEL ‣ Trends ‣ Collabs ‣ Collections / News ‣ IKEA Ideas ‣ Offers ‣ Sustainability ‣ GWI PRODUCT ‣ Sejour ‣ Textiles ‣ Living Room ‣ Bedroom ‣ Rangement ‣ Bathroom ‣ Kitchens ‣ Home office ‣ Laundry ‣ Home Decoration ‣ Petit ‣ Lighting ‣ Dining Room ‣ Jardin ‣ Multiple
  21. 21. 22 ALWAYS-ONVSPEAK:ADAPTIVEUSEOFFORMATS Peak: Collection to Product Cards Always-on: Collection to Instant Experience
  22. 22. 23 SOCIALRESULTS2018 €0 €28 €55 €83 €110 €138 Marc April May June July August Sept Oct Nov Dec Cost per order evolution 442% ROAS 85% FB/IG Core Users Reached in BE 853K Clicks to eCom 0,36€ CPC to eCom For every euro invested on social, we generated 4,42€ revenue online
  23. 23. 24 IFYOUAREAMULTICHANNELCOMPANY, HAVE AMULTICHANNELSTRATEGY! 363% 7937% 0% 1000% 2000% 3000% 4000% 5000% 6000% 7000% 8000% 9000% online ROI offline ROI January Sales campaign performance Return on Ad Spend
  24. 24. Thank you! &

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