IKEA elevates business, marketing & store planning

Overview: IKEA elevates business, marketing & store planning

The adoption of Experian Mosaic guides IKEA Australia’s business, marketing and location strategy

IKEA, a global leader in home furnishings, has evolved from its humble beginnings as a Swedish mail-order company. Today, it reaches millions of homes worldwide with its renowned flat-pack furniture and distinctive market presence.

Their commitment to innovation and technology has been a driving force behind their remarkable journey of growth and success. However, prior to 2018 IKEA Australia had no formal consumer segmentation platform in place. Something they identified as a gap and challenge to future growth.

Woman relaxing in her newly decorated home

Challenge overview

IKEA Australia had no formal consumer classification or segmentation technology in place before 2018. This hampered the performance of basic marketing initiatives such as removing those less likely to purchase. Any business or marketing planning activity that involved consumers, such as launching a new range or opening a new store, was a manual exercise with limited ability to analyse different consumer attributes.

The limited data enrichment would’ve been particularly challenging, missing out on insights relating to customer behaviours, preferences, and demographics. IKEA Australia knew back in 2018 that an enterprise-grade segmentation tool was required and has subsequently gone on to embed Experian’s consumer classification platform, Mosaic, across many of their core business functions.

  • Insufficient consumer insights pre-2018
  • Manual and limited analysis for business and marketing planning
  • Demand an enterprise-grade segmentation tool for data enrichment and insights
View IKEA Australia Profile
Company Bio:

IKEA has been offering its unique range of furniture (and food) to Australians since the 1970s and now boasts ten stores and two ‘Plan and order points’. The brand has experienced excellent growth over the last 50 years, a key element of which has been their adoption of technology.

Company information:
Founded: 1943
Number of employees: 219,000
Industry: Retail
...the breadth of consumer insights delivered by Experian’s Mosaic platform is a big help in identifying customer groups for future growth planning.
Kirsten Hasler, Head of Marketing at IKEA Australia

Solution overview

IKEA Australia has seamlessly integrated Experian’s consumer classification platform, Mosaic, into their core systems, including Salesforce CRM. This strategic integration empowers the business to leverage Mosaic insights for various activities, ultimately enhancing ROI. Mosaic is used widely in driving business strategy, consumer insights, customer engagement, CRM operations, marketing, and store planning efforts.

The continued use of Mosaic also helps to ensure that IKEA can focus on superior engagement and giving IKEA Family members choice in the rewards they choose.
Aid strategic decision making and engage with your customers
  • Campaign planning: Matched 2.34M households with gaming classifications, including new customers
  • Audience identification: Achieved a 7% uplift in engagement
  • Store planning: Located core demographics within a 20-minute drive of IKEA stores
IKEA elevates business, marketing & store planning

IKEA elevates business, marketing & store planning

Download full case study

Related Products

We have solutions we can tailor for your business needs

Speak to an expert
Case Study
Helping TRIVER support small businesses with instant capital in a click

When it comes to accessing working capital, small businesses face a number of challenges. Application processes can be lengthy and often require significant paperwork. Even then, once loans are approved, it can sometimes take weeks for businesses to receive the funds, making it harder to service their short-term needs.

But through using advanced data and sophisticated AI, small business working capital provider TRIVER has revolutionised how small businesses access finance, underwriting the risk of small business borrowing in an automated and near-instant way.

See full story >
Case Study
A new context for Open Banking data

Our mission at Experian is to help drive financial inclusion for everyone, continually exploring new ways to use our data for good to support consumers to meet their financial goals.

We gifted our Affordability Passport solution to entitledto and believe housing helping to introduce Open Banking data into a space that could see immense benefits.

Most customers were positive about the use of Open Banking and willing to consent to the process. They found the process easier and more user-friendly, especially as it removed the requirement for paper proofs and enabled access to housing more quickly.

See full story >
Case Study
Using insights to inform expansion planning and improved customer experiences

Village Hotels’ unique business model—comprising Hotel Accommodation, Food & Beverage, and Health & Wellness—allows for diverse revenue streams and cross-selling opportunities. Despite the challenges posed by the Covid-19 pandemic, the company has remained committed to expansion with aims for continued growth both organically and through new developments.

See full story >
Case Study
A decade of partnership to power Travis Perkins' logistics operation

Travis Perkins is a leading supplier of building materials to the construction industry, operating more than 500 branches in the UK.

The company relies on valid address data for a seamless multi-channel shopping experience, ensuring efficient delivery of bulky construction goods to both in-store and online customers.

Learn how we’ve partnered with Travis Perkins for more than ten years, using address validation and location technology to support business operations whilst safeguarding customer experience.

See full story >
Case Study
Utilising ConsumerView and Mosaic datasets to develop actionable insights

When developing the ‘Impact Community Carbon Calculator’, The Centre for Sustainable Energy (CSE), in collaboration with the University of Exeter’s Centre for Energy and the Environment, utilised Experian’s ConsumerView and Mosaic datasets.

Designed for use by parishes, wards, district councils and unitary authorities, the tool needed to consider the myriad of household compositions, consumption patterns, and lifestyles present in different areas when calculating the community’s carbon footprint.

See full story >
Case Study
Fighting fraud with data analytics

Financial fraud is a multi-million-pound industry. In 2022, losses exceeded £1 billion in the UK alone.

Through our CrossCore machine learning platform, we helped leading UK credit provider, NewDay to fight fraud together. 

See full story >