News
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04 November 2020
Neither furniture retailer IKEA nor fashion retailer Primark expect the second round of lockdowns spreading across Europe to have nearly as much impact as the first, but where the former is building its online capacity, the latter is not.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2020
IKEA, a furniture and home accessories retailer, launched its first store in Mexico by creating a digital experience that showed Mexicans the similarities between Mexico and Sweden.
Case Study
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IPA (UK), Bronze, IPA Effectiveness Awards, 2020
Cotswold Co, a furniture company, launched a TV campaign in the UK that promoted a new line of furniture which showed its products last longer than that of competitors.
Case Study
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Aparna Narayanan, WARC Prize for Asian Strategy, Entrant, 2020
IKEA India ran a TV and digital campaign in Hyderabad and Mumbai, during the Covid-19 lockdown, to grow TOM and brand love to drive trials, sales and long-term growth.
Opinion
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Chiara Manco, August 2020
Gianluca Toccafondi, Global Integrated Media Manager at IKEA Retail (Ingka Group), will be judging the Effective Channel Integration category of the 2020 WARC Media Awards. Here, he talks to Chiara Manco about the impact of lockdowns on media strategy, the evolution of the media landscape and the ever-important need to balance long- and short-term efforts.
Data
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Rob Clapp, WARC Data Points (GlobalWebIndex), August 2020
An overview of purchase drivers and planned purchases of UK and US consumers who follow influencers on social media.
Article
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Manik Godhwani, WARC Exclusive, July 2020
Marlin Brands’ Manik Godhwani shares some of the key lessons learnt in the company’s pandemic-driven dive into e-commerce during Australia’s lockdown phase.
Case Study
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SABRE Awards, In2 EMEA, Best in Product Reviews (Earned), Gold, 2020
IKEA, a furniture retail company, created and promoted SYMFONISK, a sound and light experience in partnership with Sonos, through a two-day event in the Netherlands.
Research Paper
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John Dawes, Lara Stocchi, Francesca Dall’Olmo-Riley, Int. Journal of Market Research, Vol. 63, No. 3, 2020, pp. 262-271
Customer satisfaction is a commonly used business performance metric. Despite the widespread use of satisfaction surveys, little is known about how stable individual’s satisfaction scores are.
Data
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Cinzia Petio, WARC Data Points, September 2019
An overview of advertising as a percentage of sales in the furniture & furnishings retail sector in the United States since 2007.
Article
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Stephen Whiteside, WARC Exclusive, April 2020
Herman Miller, the furniture company, is seeking to adapt to new demands as the COVID-19 pandemic transforms its business-to-consumer and business-to-business opportunities.
News
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26 March 2020
Williams-Sonoma, a retailer that plays in categories likes home furnishings and kitchenware, believes that prior efforts to strengthen its in-house advertising capabilities are helping it to react at speed to COVID-19.
Article
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Stephen Whiteside, WARC Exclusive, March 2020
Williams-Sonoma, a retail group active in the furniture, homewares and appliances categories, is aiming to evolve as COVID-19 transforms the demand pattern in these industries.
Rankings
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WARC Effective 100, 2020
Swedish furniture retailer IKEA made a success of its launch in India by using interactive experiences to re-imagine urban life.
Rankings
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WARC Effective 100, 2020
IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.
Rankings
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WARC Effective 100, 2020
Officeworks, a chain of office supplies stores, engaged business owners in Australia by inventing a new word – EOFYTHING – to demonstrate its tax-deductible opportunities.
News
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11 March 2020
IKEA has started selling its products on Alibaba’s Chinese e-commerce platform Tmall, marking the first time the furniture retailer has sold through a third party.
Article
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Aaron Haynes, WARC Exclusive, March 2020
Aaron Haynes, strategy partner, Vizeum explains how IKEA’s customer segmentation fuelled a long-term comms strategy that delivered over £800m in incremental revenue.
Rankings
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WARC Creative 100, 2020
IKEA, the furniture retailer, created a range of free add-ons to make existing IKEA products usable for people with disabilities in Israel.
Rankings
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WARC Creative 100, 2020
IKEA, a furniture retailer, demonstrated the quality of its products in Spain by camouflaging its furniture in the Museum of Romanticism.
News
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26 February 2020
The influencer marketing industry is losing its authenticity, and brands need to engage with content creators differently to build enduring relationships, according to one DTC brand that now tries to avoid using the word influencer internally.
Article
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Anna Hamill, Event Reports, The Future of Brands, February 2020
Brands need to prioritise building brand advocates rather than short term partnerships, according to MADE.com’s Head of Brand Advocacy.
Case Study
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DMA (UK), Gold, 2019
IKEA, a furniture retailer, highlighted its commitment to be a leading sustainable brand by launching the £0 Lagom Collection in the UK, which encouraged people to upgrade old items instead of buying new ones.
Case Study
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DMA (UK), Gold, 2019
IKEA, a furniture retail company, increased usage of its sofa planning tool by launching a downloadable, usable font built from 38 different sofa configurations.
Case Study
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DMA (UK), Bronze, 2019
IKEA, a furniture retailer, found a new audience to engage with in the UK by building a behavioural model that identified customers who most needed storage and tidying tips.
