IKEA PAX Wardrobes
|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.