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IKEA_Customer Behavior
- 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
- 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
- 25. Conclusion Restaurant means more time spent in store
- 26. Try out the furniture Conclusion
- 27. Customer service: play areas; loyalty programs Conclusion
- 29. Do-it-yourself: a unique approach Conclusion
- 31. [ hā dō ] Hej da! That’s how we say good-bye in Swedish. Thanks for visiting, see you soon!