Under The Impact Of The Electricity Supplier, Why Is IKEA Still So Successful?

IKEA's O2O practice will bring a spring breeze to the operators of the entities under the domestic line, and we hope that IKEA's case will give us more thoughts and plan a more practical pformation road.

By the end of last fiscal year August 31st, IKEA's global sales grew by 11.2% over the same period last year.

Why is IKEA still so successful in the traditional business today? Why do we still have such a success? Let's analyze the way of IKEA's O2O, which may enlighten the managers of offline stores.

In a recent survey of reader brand awareness published in the first financial weekly, IKEA has won the majority of consumers in over 60% of its home market.

According to the data in the magazine, IKEA's global sales increased by 11.2% year-on-year in the fiscal year ending August 31st.

In the face of the impact of the electricity supplier on traditional offline businesses, why is IKEA's business steadily improving? In my view, IKEA is an excellent case of using electricity providers to enhance performance under the line.

Here, let's analyze IKEA's O2O road. It may bring inspiration to managers of offline stores.

The success of IKEA can at least illustrate the following three problems:

1, the offline store mode is not dead, and the method is right and promising.

2, people not only want to buy "cheap" and "convenience" in Tmall, but also like the perfect shopping experience under the line.

3, offline stores can use O2O to make a successful road.

What is IKEA's O2O strategy? What has it done?

1, IKEA regards the Internet / /O2O as a new channel to publicize and not to trade.

2, IKEA has made the shopping experience below the line and created the family "shopping Carnival".

3, IKEA's "membership club" played a huge role.

I would like to make a detailed analysis below.

IKEA

Only propaganda, no paction.

IKEA first built a strong self media matrix, including information perfect, attractive official website; can see products, information, inventory, and then generate shopping list APP and website; all of these goals are through product and interaction, to IKEA to create "brand for the masses to create a better life" brand positioning.

Consumers can quickly search for what they want, but if you want to buy, you have to go to IKEA store, through all kinds of information guidelines, in the store can easily find.

Some people may ask, what kind of electricity supplier is this? This is obviously the traditional way of publicity.

So why is IKEA's so-called electricity supplier only showing and promoting, instead of trading?

1, if IKEA develops online sales, it will no longer have a strong brand advantage, which will enable consumers to pay more attention to prices and functions.

2, when people find that beautiful IKEA can be purchased on the Internet, they will habitually "Browse" to other homogenous home websites to browse. If they find a Chinese brand home, the style is similar to IKEA, but the price is only half, and most of them will be more interested in the cheaper side.

3, when a large number of IKEA fans choose to buy online, the experience of offline stores will be reduced.

These consumers will no longer be able to feel the "pleasant surprise" shopping experience at IKEA mall.

4, arranging proper and proper sales on line can bring obvious sales growth, but this will never become the mainstream of IKEA, because the biggest stage of home products is the online shopping.

IKEA's offline shopping is a shopping carnival.

People who have been to IKEA have such experience. When you see a particularly adorable ornament or furniture, you can't help telling your family immediately that you have found a "baby". If you put it in a place at home, it will be a pleasant surprise.

This shows that you are not shopping at IKEA, but are experiencing a "surprise trip" in search of treasure, and you are constantly being moved.

This is a vivid textbook for the ultimate "experience".

How did IKEA do that?

1, what is the core demand of people shopping? What is the core demand for shopping?

IKEA's scientific products are very convenient for querying products.

2, IKEA's Mall is bright inside, bright lights, clear signs, the design of a good route is scientific and effective (basically you can go all the way from the first floor to the top level). It also arranges enough dining areas to facilitate your rest.

3, all kinds of design products fully reflect the characteristics of simplicity, environmental protection and over value.

The vast majority of home furnishings are for consumers to assemble themselves simply, which fully meets the individual's desire to make "home".

4, IKEA has more than 3000 new products every year. If you visited IKEA last time 3 months ago, you will have different surprises when you go shopping now.

IKEA puts all kinds of homes together, giving people the feeling of being "immersive".

IKEA membership club has played a great role.

In order to improve customer loyalty, IKEA catalog and membership store are IKEA's two classic marketing methods.

Among them, catalogues become the world's largest circulation publication with a circulation of 160 million over the Bible.

IKEA's member store is a store store designed to attract members, and members can buy non home decoration products such as travel bags, Shower Milk and bathrobes at a discount price.

Each time a large sale is made in winter and summer, members usually buy in advance two or three days earlier.

The active purchase of members even sold many items before the big sale began.

According to IKEA statistics, the purchase quantity of each single commodity is usually 30% higher than that of non members.

What are the work done by IKEA's member clubs to enable members to play a big role in letting many businesses feel the "chicken ribs" marketing model?

1, membership cards get low threshold.

2, classify consumers according to consumption data and make targeted member notices.

3, in order to get a lot of consumer behavior information, all links in the store are built on the basis of "membership card".

This will further inject IKEA's corporate culture and values into a deeper level.

4, through IKEA bloggers, members usually exchange their home decorations on fans' blogs, so that members' word of mouth also brings great benefits to IKEA.

5, all marketing activities of IKEA are carried out around members. Members will get a lot of preferential treatment and various preferential treatment in IKEA, which makes IKEA members have a strong sense of respect.