1. GROUP E
LUJIA CHEN
JIEQI CHEN
XINYI LIU
YING LI
RHEA BECHER
WELCOME TO

2. Super ladies@IKEA
Rebecca Li
&
Crys Liu
Angel Chen
Katie Chen
Rhea Becker

3. AGENDA
7 STEPS OF
CONSUEMR
PURCHASE
STORE
DESIGNIKEA
CULTURE
Q&A
BONUS!
WELCOME！
Haj da!
BYE!

4. What one buys
Motivation for buying
Frequency of purchases
Brand loyalty
Price range
Brand knowledge
Consumer Diary

5. FOUNDED IN 1943 IN SWEDEN
BY INGVAR KAMPRAD
Introduction

6. 130,000+ EMPLOYEES AROUND THE WORLD
Introduction

7. Introduction
TODAY IN ABOUT 40 COUNTRIES
NO. 10 ON THE LIST OF WORLD’S MOST VALUABLE
RETAILER WITH $33 BILLION PER YEAR

8. Introduction
KNOWN FOR ITS MODERN DESIGN, ITS DO-IT-YOURSELF
APPROACH, ITS INVITING SHOWROOMS, ITS INTEGRATED
MARKETING, AND, WELL, ITS MEATBALLS

9. Exposure
• Mass media
 TV
 Online
 Social media
 Billboards
 Bus
• Word of mouth

10. ATTENTION
• Colorful furnishings
• Holiday’s interior decorations
• Various kinds of music
• Large buildings with their eye-catching
logo

11. • Paris subway station
• Billboard at New
York roadside
• Inside the buses
• Street corners
• movie theaters
• Etc.
• IKEA's apartment everywhere --- high-traffic
spots
ATTENTION

12. Perception
• IKEA is well known for
designing its stores in a
purposely confusing
and engulfing fashion.
• The store atmospherics
offer a range of sensual
experiences.
So comfortable！
I can touch it！

13. • Yellow+Blue---
eco-friendly---
fresh and healthy
lifestyle of Sweden
• Passion/Carefulness/
warmness
• The Chinese translation
has a profound
implication. It comes
from an idiom that
means making a
harmonious and orderly
home.
Perception

14. • Memory
• Highly memorable ads
• Reality TV with Fix This
Kitchen
• Repetition effects
• Different promotional
themes each month
• Membership program
Learning

15. • Cognitive learning
• Well-design
showrooms---ideal
lifestyle or layout
• Do-it-yourself
philosophy
• Discrimination
• Well-design
• Lower price
Learning

16. Attitude
DIY
Durable
Good Quality
Money Saving
Lifestyle
......
Satisfaction
Perception to the brand vs. Perception to self-image

17. IKEA is an expert on triggering
consumers’ purchase impulse.
Action

18. Post-purchase
24 hour / 7 day call service
“It's ok to change your mind”
--IKEA Return Policy
"Love it or Exchange it"
--IKEA Mattress Return Policy
IKEA Membership
– 191 million IKEA catalog in 27 languages and 54 editions
Advertising

20. A grand total of 301 IKEA stores in 37 countries/territories
Multicultural Marketing

21. Multiple languages on the homepage of IKEA
Multicultural Marketing

22. Adjust the website
layout design to
the local culture
Multicultural Marketing

23. The food in IKEA
also adjusts the
local culture
Classic
Swedish
Meatballs
IKEA manu in Mid-East countries
Multicultural Marketing

24. Showrooms
Conclusion

25. Conclusion
Restaurant means more time spent in store

26. Try out the furniture
Conclusion

27. Customer service: play areas; loyalty programs
Conclusion

28. Integrated marketing
Conclusion

29. Do-it-yourself: a unique approach
Conclusion

30. Sustainability
Conclusion

31. [ hā dō ]
Hej da!
That’s how we say good-bye in Swedish.
Thanks for visiting, see you soon!