IKEA is an internationally known home furnishing retailer that sells a wide variety of items including storage options, lighting, decor products, kitchen appliances and pet care. It has grown rapidly since it was founded in 1943 and today it is the world's largest furniture retailer, recognized for its Scandinavian style.
With mobile network reception being extremely weak in large, in-door stores, IKEA wanted to equip their stores with free WiFi to all shoppers that enter their stores. IKEA also felt it was important to offer a mobile touchpoint to shoppers where they could view advertisements rather than only advertising through physical methods such as fliers or pamphlets.
When connecting to the WiFi, the user will be directed to a landing page with customized marketing content advertising special offers, sales, promotions, news, and a selection of other items. Each store needed the ability to set their own content and edit as needed. Additionally, the marketing team needed to be able to access the content in order to rewrite and edit as required. What IKEA needed was a CMS with a single repository where they could store and manage all marketing content throughout its lifecycle. They needed something that was intuitive and easy to use for non-technical marketing team members.
„With the WiFi project we wanted to create a flexible way to deliver content to the customer in a fast and easy way. Pimcore offers a powerful and intuitive interface for the editors to work with.“
Sven, Country Manager Digital Channel, IKEA Germany
Using Pimcore, IKEA was able to manage all content for the customized landing pages of each IKEA store branch. New and updated content can be easily published and made instantly live by the marketing team. All assets, content, and data related to the landing pages could be stored in a single repository and easily accessed by IKEA employees in order to repurpose content related to a validated sale or promotion. The entire program allowed them to engage with customers on a digital level allowing for more efficient marketing and more engaged customers.
IKEA’s new WiFi for shoppers was able to provide a new digital touchpoint for interaction with customers. From the landing pages, customer were made aware of new products, sales, and special offers – and thus prompted to make purchases. Creating this digital content was made easy by Pimcore’s solution and enabled the marketing teams to constantly update and enhance content to promote IKEA and ultimately increase sales and revenue. When a shopper accessed the IKEA landing page, they were prompted to provide some personal information. This information allowed IKEA to conduct market research about their buyers and enabled them to execute on more efficient sales and marketing initiatives. With more targeted business strategies, IKEA is able to better reach their target market and therefore increase sales and revenue.
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