Retail

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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.

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

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.

Bolia.com: Individual Expressionism - leveraging art and fashion to drive growth

Case Study • Lars Samuelsen and Hannah Portner, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

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

Case Study • Aileen Ross, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

IKEA: The Wonderful Everyday

Case Study • Kieran Bradshaw, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

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

IKEA: Oddly IKEA

Case Study • Direct Marketing Association - US, Gold, 2018

IKEA, a furniture retailer, connected with US college students and cut through the usual clutter of back-to-school marketing to deliver an ad inspired by the phenomenon of autonomous sensory meridian response, a tingling sensation prompted by certain sounds. The campaign garnered 88 million organic impressions.

Domus Leuchten & Möbel AG: HOUSE PARTY AT THE WEHRLE'S

Case Study • Direct Marketing Association - US, Runner Up, 2018

Domus Leuchten und Möbel AG, a designer furniture store, increased sales at its new store opening in Switzerland by replacing the furniture of three famous brothers with its own and inviting their followers to a house party.

YouGov Ad of the month - USA: Staples

Opinion • BrandIndex, September 2018

This month, Staples is the brand which has achieved the biggest uplift in its Ad Awareness in the USA.

IKEA: Allen Key by McCann

Gunn Report • Gunn Insights, July 2018

Through a humorous campaign centred around its iconic Allen key, homeware retailer IKEA proved to consumers the true versatility of its living room furniture.

Profit Ability: The business case for advertising - Sector analysis

Article • Ebiquity, 2018

This report pulls together the findings of a study into the short- and long-term effects of advertising, and breaks them down for three specific sectors: FMCG, Retail and Financial Services.

IKEA: Changing perceptions through immersive content

Case Study • Sinead O’Connor, Orlagh Bailey, WARC Awards, Entrant, Effective Content Strategy, 2018

Furniture brand IKEA created a TV lifestyle programme to change perceptions of the brand and drive e-commerce in Ireland.

IKEA's response to Balenciaga

Case Study • Johan Bello, Rebecka Hoffmann, WARC Awards, Entrant, Effective Social Strategy, 2018

IKEA, the housewares retail chain, used social media and PR to share a humorous message and engage with people around the world.

IKEA: This Charges Everything

Case Study • Johan Bello, Rebecka Hoffmann, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Home furnishing brand IKEA produced a reactive campaign, specifically for social media, to sell its wireless charging furniture in Europe, Asia Pacific and North America.

Global launch of the IKEA Place App

Case Study • SABRE Awards, Gold Sabre Award For Product Media Relations (Trade Media), EMEA, 2018

IKEA, the world's largest furniture retailer, launched a global campaign to celebrate the launch of the IKEA Place app.

IKEA: Game of Throws

Case Study • SABRE Awards, Gold Sabre Award For Home And Furniture, EMEA, 2018

IKEA, a furniture manufacturer, launched the Game of Throws campaign in the UK to keep IKEA current.

Williams Sonoma's culture of entrepreneurs

News • 16 May 2018

MADRID: For the US homeware giant, Williams Sonoma, the entrepreneurial spirit is baked in, according to CEO Laura Alber, with the list of the company’s innovations a testament to this.

Williams Sonoma’s culture of transformation

Article • Sam Peña-Taylor, Event Reports, World Retail Congress, April 2018

Williams Sonoma, the US homeware brand, prizes its culture of entrepreneurialism, which stems from the company's historic ability to pursue successful new ideas.

Global launch of the IKEA Place app

Case Study • SABRE Awards, North America, Home & Furniture, 2018

IKEA, a furniture retailer, used PR to develop a global campaign and launch its Place App.

IKEA Da Vinci

Case Study • Johan Bello, Rebecka Hoffmann, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Home furnishing brand IKEA used a reactive campaign to raise awareness of its brand worldwide virtually cost free.

How IKEA is solving the problem of cities

News • 12 April 2018

OSLO: A retailer that has become emblematic of elegant Swedish design, IKEA’s traditional out-of-town business model is under threat.

Inter IKEA Systems BV (Retail)

Article • Euromonitor Profiles, March 2018

This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV.

Leon's: Part of the Family

Case Study • Institute of Communication Agencies, Bronze, CASSIES, 2018

Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

IKEA: 'Cook This Page' (Canada)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Cook This Page' campaign for IKEA by the agency Leo Burnett in Canada.

How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
The gift that keeps on giving: The story of the strategic thinking behind the John Lewis Christmas campaign

Case Study • Martin Beverley, David Golding, Les Binet and David Bratt, Account Planning Group (UK), Gold, 2017

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
E-commerce in 2017: How brands are going direct-to-consumer

Article • WARC Trends, Toolkit 2017

This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.
The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Case Study • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
What we know about e-commerce and social commerce

Article • WARC Best Practice, July 2017

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.