IKEA PAX Wardrobes

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): Sept 2008 – Feb 2009
Start of Advertising/Communication Effort: Sept 2008
Base Period for Comparison: Sept 2007 – Feb 2008

a) Synopsis of the Case

The PAX wardrobe has always been a significant part of IKEA's range. Last year, it accounted for almost 12% of IKEA's bedroom business—a strong performer, but one with much more potential. This is the story of how a fresh take breathed new life into the bedroom business.

b) Summary of Business Results

Given that IKEA indexes sales and store-traffic daily against the previous year, we know instantly whether our efforts are working or not. Thus far the campaign has exceeded all expectations despite a serious decline in Stats Canada's retail furniture and home furnishings sectors.