Overview: IKEA elevates business, marketing & store planning
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.
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.
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.
|Number of employees:
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.Aid strategic decision making and engage with your customers
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 >
The ScS growth plan focusses on widening their target market, forging stronger relationships with customers and investment into existing and new showrooms to improve customer experience. To do this effectively, they needed to understand diverse demographics, and how their audience behaviours had shifted pre- and post-pandemic to shape their marketing and location strategy.See full story >
Charles Tyrwhitt, the well-known menswear retailer, is a business focused on delivering high quality menswear that offers great value for money, exemplary customer service, and commitment to operating responsibility.
Learn how Experian’s Address Validation solution help Charles Tyrwhitt maximise delivery success, improve online conversion, and deliver a seamless user experience.See full story >
The UK has a significant problem with low numeracy skills; half the adult population possess the skills of an 11-year-old. Low numeracy costs the economy £25 billion annually* and is a key barrier to many from disadvantaged backgrounds climbing the socio-economic ladder.
Experian and National Numeracy partnered to create the UK Numeracy Index (UKNI), which models and ranks geographic areas by numeracy skills and confidence. The UKNI revealed a direct correlation between low numeracy and low social mobility and is being used to enact change by focusing improvement efforts and underpinning how local authorities’ access the £560M “Multiply” government programme.See full story >