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.

Challenges
  • 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
Results
  • 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
Solutions
IKEA elevates business, marketing & store planning

IKEA elevates business, marketing & store planning

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