• Verify the solution in up to 4 markets.
• Establish a minimum viable content area as well as supporting functionality.
• Investigate the feasibility to gradually integrate the solution on a global scale, utilizing
existingand coming capabilities within IKEA and have a clear picture of other initiatives that may be supported by the content area.
• Securing control groups in each test and learn for analyses of purchase history and other transactions following the digital workshops.
The digital workshops will reach many more of the IKEA FAMILY members with home furnishing inspiration and knowledge, living far away from the store.
Building consistency in digital presence for the IKEA FAMILY active members that stand for an average 60% of our turnover. We can follow behavior, via identification, and have statistically correct control groups from the same segment sample. The live stream test in w43 proved compared to the control group that 40% more made a purchasewithin2 months after having joined the live stream workshop.
The concept follows several of IKEA´s strategies and directions.
WHERE DO THE MEMBER GET IN TOUCH WITH IKEA FAMILY STREAMS?
The responsive platform
PERSONALISATION & RECOMMENDATION
To provide user value and retention, the content delivered to the visitor is based on personal settings and user behavior data.
For IKEA FAMILY it is essential to know what the members are viewing and when they are viewing certain content. This will allow us to target information and offers to our members. With every click, view or purchase, customers are giving us information about their wants, needs and lifestyle. This data is the basis for building personalized communications.
User tests shows that 100% of the users found it difficult and frustrating to sign in with the current solution.
Easy sign in to access the material. Without navigating from the page. A signed in member provides us with critical information about who they are and what they do.
Afterthe usability test, we could conclude that a 100% of the users found it difficult, got frustrated and confused when they tried to sign in and take part of the IKEA FAMLIY content. (In the current solution). Problem with sign in will make many users navigate away from the page and not take advantage of the information given.
This is a critical part of the project and can affect the result. We recommend to resolve this problem as soon as possible.
A proposed global process, organization and governance structure to manage the solution could be as follows:
•Global Frame Agreement managed by Content Owner (within IKEA Loyalty Retail Services).
•Possibility for each country to do local suborder contracts with supplier.
•Content Owner accountable for all Content globally, providing directions, securing quality and cooperating with countries for alignment etc.
•Solution Owner with accountability for the technical solution, including life-cycle management, maintenance, technical training etc.
•Content Responsibility for local Content Production, Publishing and Management.
Did you know: 48% of customers spend more when theirexperience is personalized
74% of customers get frustrated when content has nothing to do with the