Retail | WARC

News • 12 June 2019

Crate&Barrel, the homewares retailer, enjoyed podcast advertising success for its wedding registry service through a campaign that was carefully aligned with its target audience.

IKEA measures the impact of Wonderful Everyday

Article • Jo Bowman, WARC Exclusive, Lessons from the WARC Rankings 2019, May 2019

Furniture retailer IKEA successfully turned around falling sales by shifting focus from transforming homes to helping with everyday life.

IKEA's new app strategy and retail's augmented future

News • 29 May 2019

IKEA will launch a new app that connects the preview and catalogue capabilities in its extant apps with the ability for the customer to buy straight through in a signal of where the Swedish home retailer is placing its bets on the future of retail.

IKEA: TOG-ether

Case Study • SABRE Awards, EMEA, Retailers, Gold, 2019

Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding in the UK.

IKEA Romania: Equality Works Better

Case Study • SABRE Awards, In2 EMEA, Best in Social Good + Public Service, Gold

IKEA, the multinational furniture company, promoted gender equality in Romania to increase reach in the country.

Crate&Barrel finds a perfect home with podcast advertising

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Crate&Barrel, the homeware retailer, successfully used podcast advertising as a means of promoting its wedding registry service.

Beautyrest Be More Awake Campaign

Case Study • SABRE Awards, North America, Home & Furniture, Gold, 2019

Beautyrest, a mattress company, increased brand awareness in the US by partnering with composer Max Richter, who played his original 8-hour concert while people enjoyed a good night’s sleep on a Beautyrest mattress.

The world's best retail campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which retail campaigns, along with the agencies that have worked on retail campaigns, have performed best over the past year.

Dunelm: How real people furnish their own real homes

Case Study • Sophie Binns, Jane Dorsett, Sam Drake, WARC Awards, Bronze, Effective Content Strategy, 2019

Dunelm, the UK homeware company, drove sales and brand awareness by creating a TV show aimed at a younger demographic.

IKEA: The world’s longest drive-through furniture catalogue

Case Study • Siddhartha Dutt, Jitender Dabas, WARC Awards, Bronze, Effective Innovation, 2019

Swedish furniture retailer IKEA successfully ran a local campaign that drove footfall in its Hyderabad store, capitalising on the expanding furniture market in India.

How Parachute landed in the middle of the direct-brand revolution

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019

Parachute Home, a direct-to-consumer brand in the bedding and bathroom space, has aimed to build consumer connections that are based on deep relationships.

DFS: Turning DFS from a value brand into a brand that people value

Rankings • WARC Effective 100, 2019

DFS, a furniture brand, collaborated with various brands and redesigned its TVCs to become more engaged with, and relevant to, it’s UK audience.

IKEA: The Wonderful Everyday

Rankings • WARC Effective 100, 2019

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

IKEA: The IKEA Human Catalogue

Rankings • WARC Creative 100, 2019

IKEA, the furniture retail brand, had a girl memorise its catalogue content in Singapore to generate buzz and create a PR vehicle for the IKEA catalogue launch.

IKEA: IKEA Pee Ad

Rankings • WARC Creative 100, 2019

IKEA, the furniture retailer, targeted expectant families in an interactive print advert that doubled as a pregnancy test in Sweden.

Ikea tests furniture sales on third-party websites

News • 15 February 2019

Ikea, the world’s largest furniture retailer, is finalising details on its first test of selling on third-party e-commerce sites, such as Amazon or China’s Alibaba, as part of a wider transformation plan.

Flatpack to package deal – IKEA's new business model

News • 05 February 2019

IKEA is to trial leasing products instead of just selling them – a concept the company hopes will lead to the leasing of everything from office desks to kitchen units for the home.

Wayfair gets “scrappy” about research

Article • Reed Karaim, Event Reports, TMRE, October 2018

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

IKEA Life at Home Report 2017 International research by C Space

Research Paper • MRS Awards, Winner, MRS Award for International Research, 2018

IKEA, a furniture retailer, broke three norms when conducting global research to create its Life at Home Report.

Campaign Tracking Comes of Age: delivering continuous creative enhancement for Officeworks

Research Paper • MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2018

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

How Kravet restyled its business-to-business e-commerce strategy

Article • Mary Connors, Event Reports, B2B Next, September 2018

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

IKEA's Way of E-com

Case Study • MMA Smarties, Finalist, Turkey, 2018

IKEA, the furniture retailer, increased sales on mobile by hosting mobile-only promotions to its consumers in different cities across Turkey.

Bolia.com: No One Lives Like You: Shifting the Meaning of Home

Case Study • European Association of Communications Agencies, Bronze, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Bolia.com: Never Waste a Good Crisis: Leveraging Financial Chaos as a Growth Catalyst

Case Study • European Association of Communications Agencies, Finalist, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Mini stores: IKEA's strategy to reach half the world's population

News • 15 October 2018

The first IKEA city-centre “Planning Studio” has opened in London, marking a new approach for the Swedish retailer, famous for its flatpacks and out-of-town warehouse-sized stores.