Blogger: Kim Livengood, Central West Coast Chapter
Half an hour into the Dillin Keynote, Mary Lunghi of IKEA shared a piece of unlikely research insight that left the #FPRAAC crowd laughing out loud.
You’re more likely to change your spouse more times than you change your dining table @IKEAUSA #marketresearch @MaryMlunghi #FPRAAC
— FPRA (@FPRA) August 8, 2017
With that kind of research, what’s a furniture store to do? According to Lunghi, director of business analytics & consumer insights for the beloved Swedish company, you always stay focused on the vision and the customer.
While IKEA opened to huge success in Sweden and Europe in the 50s, their 1985 American arrival was dismal. They opened outside of Philadelphia the same way they opened in Sweden.
“Without understanding the market,” said Lunghi, “they faced challenges they still struggle with today.”
Apparently, European beds are much smaller than ours.
As IKEA quickly discoverd, European beds are not the same size as beds in the US. Which means their mattress didn’t fit our frames and visa versa. That went for linens as well. And drinking glasses, that’s a whole other issue! Even today, some people in that Pennsylvania community aren’t aware these issues were resolved.
When IKEA turned to research and focused on getting personal with “Customer-Centricity,” everything changed. Starting on a global level and drilling down to regional, local, and “you,” the customer, it helped them understand differences and similarities in each market they entered.
In their continuous search for how they can “help start your day in an easier way”, they were able to utilize research and translate it into sales.
Lunghi began her presentation with the history of IKEA and shared several examples of how they conduct market research. Surprisingly for a large company, not all their efforts were expensive. They empower their internal team and loyal fans to be brand ambassadors with the goal to strive for “good results with small means”.
IKEA insights community: live chats, blogs, idea exchange, message boards, etc. Helps company continue to meet needs of consumer. #FPRAac
— FPRA (@FPRA) August 8, 2017
Tying it back into public relations, Lunghi shared how IKEA leverages their research and creates earned media opportunities that make them a thought leader within big box retail. This is more proof that marketing and public relations working together can create huge wins for companies.
IKEA Home Tours series yielded 2.6 earned media impressions, 71.1 million video views, $4.72 ROI. https://t.co/ewJgqc4ypp #FPRAac
— FPRA (@FPRA) August 8, 2017
And for all those IKEA fans out there, good news…. they have aggressive expansion plans to open six new stores every year for the next ten years. You will no longer have an excuse not to roam those aisles of inspirational kitchens and closets to build your own dream home.
Mary Lunghi
Director of Business Analytics & Consumer Insights