IKEA, as the world's highest-selling furniture retailer, most of the products it sells are not actually assembled by the company itself. And the products of this brand require you to beautify your living environment by yourself, which not only takes up a lot of time but also tests your patience. Despite this, IKEA has established a huge industry and a popular brand everywhere.
This Swedish company, founded in 1943, now has 350 stores in 45 countries (including 40 in the United States). Its product design is very attractive, and the price is relatively reasonable, so it can be seen everywhere in the apartments of young people in their twenties or in the dormitories of college students. However, low prices and fashion bring only a limited amount to consumers, so IKEA has found an entry point for its bizarre marketing. Whether it's turning the model room into a whole climbing wall, or making a joke about certain technology companies, as long as it is a funny idea, IKEA will accept it all.
IKEA's social network continues to grow, which is also helping it to visualize abstract design ideas into everyone's daily life.
Twitter
IKEA has opened accounts on all major social networks to provide some home tips, but the most noteworthy one is probably its Instagram account. This account posted some concrete and feasible living environment renovation projects, as well as comparison charts before and after the renovation.
IKEA is very good at using social media. IKEA has official accounts on Facebook, twitter, Instagram and even Pinterest, where users post discounts, new product releases, news events and other information. Direct responses to fan comments and complaints through social media have greatly improved customer satisfaction.
I am most interested in IKEA’s AR technology. IKEA uses AR technology as the core to create a classic application IKEA PLACE. Through this APP, users can not only view the details of furniture products online, but also directly place the furniture. In a real environment, it further promotes sales conversion.
IKEA launched the IKEA Toybox, calling on users to turn waste into treasure. Through the AR function, users can get hands-on guidance to turn IKEA boxes into children's toys. The user only needs to point the mobile phone at the unpacked box, and the AR recognition will automatically correspond to the operation steps.
VR technology has been widely used in the creation of interactive content for games and entertainment in recent years. IKEA has launched an immersive
VR experience for its own kitchen series products.
In the VR scene, you can interact with all IKEA kitchen products, including panoramic roaming, measuring the height of furniture, changing the color of the cabinet, viewing product introductions, viewing internal details, and so on.
In addition, you can personally "get started" using these kitchen utensils to cook!
For IKEA, content marketing occupies an irreplaceable position in IKEA's digital marketing strategy. Obviously, in the Internet age, the past "IKEA catalog" can no longer meet the needs of the world's largest furniture manufacturer. So they began to use the power of the Internet, such as publishing high-quality, worthy of family trip service videos and "home inspiration" content on Pinterest to get more attention.
Link: https://www.youtube.com/watch?v=rr66-XK8lOE
Do you still have social media marketing strategies for furniture companies?
Hi, Haoran, IKEA has always been good at marketing, and its marketing has always been based on its own product positioning-"creating a better daily life for the masses". You said that you like IKEA's use of AR technology to enable viewers to view the detailed information of furniture products online, and to allow viewers to place furniture directly, thus further promoting the transformation of sales. I think it conveys its own brand concept and spirit by letting the audience know about its products through DIY. This brand never makes people feel dull. When people use the AR technology of IKEA to "build" a home, they unconsciously realize the feeling that "IKEA can meet their needs for home". This kind of audience's unconsciously cultivated sense of identity may be the reason why IKEA stands out.
ReplyDeleteHi, Haoran, I am really interested in the VR technology. Actually, I do not know examples of other marketing strategies for furniture companies. But I think IKEA did well on this innovation. It is very unify with the brand's concept. and I believe the technology is welcome by consumers because of the throughout understand with the audiences.
ReplyDelete