a n I K E A x a i r b n b e x p e r i e n c e CO M P E T E N C I - - PowerPoint PPT Presentation

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Dec 18, 2023 152 likes •380 views

a n I K E A x a i r b n b e x p e r i e n c e CO M P E T E N C I E S The IKEA shopping experience was sort of fun and certainly worthwhile, with thoughtful design that provided a favorable impression of the brand and led me to buy

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a n I K E A x a i r b n b e x p e r i e n c e

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CO M P E T E N C I E S

“The IKEA shopping experience was sort of fun and certainly worthwhile, with thoughtful design that provided a favorable impression of the brand and led me to buy more.” Gus Lubin, Business Insider

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“IKEA [...] now finds itself playing catch-up to more web-savvy rivals, racing to put more of its Lack coffee tables and Billy shelving online.” Hiroko Tabuchi, New York Times

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How can we blend IKEA's physical showroom experience with their online experience?

B U S I N E S S P R O B L E M

IKEA’s business problem is that their business model is less suited to online selling compared to other retailers, as it has mostly relies on shoppers visiting their physical showroom experience and collecting purchases themselves in-store. This has resulted in IKEA falling behind

ther furniture retailers in online sales

Ashley Furniture 6.5% IKEA 9.0%

Major Players All Other Furniture Stores

Profit $2.6b Market Size

Major Players

Williams-Sonoma 15.3% Wayfair 9.9% Overstock.com 3.4% IKEA ~2%

All Other Furniture Stores

Profit $973m Market Size

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HOW CAN WE LEVERAGE THESE OPPORTUNITIES TO BRING PEOPLE TO IKEA’S ONLINE WEBSITE?

I N S I G H T S

People are moving to new cities for work and staying in short-term housing spaces while searching for a permanent home. “IKEA is permeating Airbnb’s 1.5 million listings. Show me a

ne-bedroom riverfront apartment

for rent in Klaipeda, Lithuania, and I’ll show you a Poang chair.” Julie Laksy, acclaimed journalist, editor and critic for i-D magazine

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P R O P O S A L

IKEA Stay is a blend between a physical and digital showroom that allows people who are moving to a new city to visualize the way their homes could look and get a further understanding

f what products work for them.

Feel free to explore all the IKEA products during your stay with airbnb.

Welcome, Joelle!

SWIPE UP TO CONTINUE

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Bed, Bath, and Beyond Walmart Crate & Barrel Wayfair Overstock.com Williams-Sonoma

Product Confidence Product Uncertainty E-Commerce Brick and Mortar

IKEA Bed, Bath, and Beyond Walmart Crate & Barrel Wayfair Overstock.com Williams-Sonoma

Product Confidence Product Uncertainty Brick and Mortar

IKEA

E-Commerce

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Moving to a new city for work in the tech industry Looking to rent or buy a home Desires a stylish home, but on a budget Stays in short-term living solutions, such as airbnbs

D E M O G R A P H I C

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C u s t o m e r F r i c t i o n s I K E A S t a y S o l u t i o n s

BUYER’S REMORSE STERILE SHOWROOMS DIFFICULT Y ST YLING FURNITURE INCONVENIENT IKEA LOCATIONS TEST & LIVE WITH THE IKEA PRODUCTS AUTHENTIC, LIVED-IN HOMES CONTEXT WEB PAGE LEVERAGING SELECT AIRBNB LOCATIONS

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A I R B N B H O S T S

C A S U A L

Hosts who sublet their apartment from time to time when they are out of town or away on holiday. Hosts that appreciate having guests stay over in their spare room. They enjoy the extra cash and meeting new people.

H O B B Y

High-rated hosts that are experienced in renting out their place. They have found income in running an Airbnb and are looking to expand to more homes. They often purchase a place in order to renovate it into an Airbnb.

S E R I O U S

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A I R B N B H O S T S

C A S U A L H O B B Y S E R I O U S

Hosts who sublet their apartment from time to time when they are out of town or away on holiday. Hosts that appreciate having guests stay over in their spare room. They enjoy the extra cash and meeting new people. High-rated hosts that are experienced in renting out their place. They have found income in running an Airbnb and are looking to expand to more homes. They often purchase a place in order to renovate it into an Airbnb.

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ACCESS TO A WORLDWIDE CUSTOMER NETWORK IN URBAN LOCATIONS A FASTER ROI FOR ONLINE PRESENCE, REL ATIVE TO IN-HOUSE WEB DEVELOPMENT INCREASE IN CUSTOMER AT TENTION AND FLOW, RESULTING IN INCREASED REVENUE AND SALES DISCOUNTS ON IKEA FURNISHINGS AND ACCESS TO INTERIOR DESIGN CONSULTATION FROM IKEA, PROVIDED THEY ARE BOUND TO A HOSTING AGREEMENT APPEALS TO SERIOUS AIRBNB HOSTS MORE APPEALING SPACES TO OFFER

M U T UA L R E L AT I O N S H I P

A i r b n b H o s t s I K E A

Reaching new customer segments Continued Cooperation Product Discounts and Interior Design

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CO R E E X P E R I E N C E S

digital: web & tablet

1. Discover
2. Engage
3. Explore

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TO U C H P O I N T S

CHANNELS

web tablet live

[PRE-SERVICE, BEFORE STAY]

AIRBNB IKEA

[POST SERVICE, AFTER STAY] Receive email invitation to web experience Explore products in new contexts [SERVICE, DURING STAY] Live in IKEA Stay and try out products

Our platform builds on the current IKEA touchpoints, but more specifically creates a new engaging experience and focuses on purchases in the service and post service experience.

DISCOVER

ENGAGE EXPLORE

Book IKEA Stay through airbnb website Bookmark products,

rder now, or learn more

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B O O KI N G I KE A S TAY

DISCOVER

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TA B L E T E X P E R I E N C E

DISCOVER

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F U T U R E I M P L I C AT I O N S

next steps

-- Measurability
-- Sector-Wide Implications
-- Conclusion

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M E A S U R A B I L I T Y

Airbnb driven, IKEA website visits IKEA driven visits to Airbnb’s website General online traffic and sales for IKEA website Which products at airbnbs are most ‘bookmarked’ Number of Airbnbs using IKEA furniture Sales of products used in IKEA Stay

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S EC TO R-WI D E I M P L I C AT I O N S

IKEA Stay can be expanded to address the entirety of the furniture industry. Our idea can not only translate to IKEA furniture, but to

ther furniture or home stores as well.

Collaborations could be built amongst airbnb and multiple companies. IKEA Stay can also lead to IKEA developing their own airbnb system. So, instead of renting

ut spaces through airbnb, IKEA would have

their own rental system established.

1. EXPAND TO OTHER RETAILERS
2. IKEA RENTAL SYSTEM

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INCREASES ONLINE SALES LEVERAGES AIRBNB GUESTS’ STAY REFRESHES CATALOGUE OF INSPIRATION BUILDS UP MARKET

IKEA Stay moves people towards their

nline platform, now customers are drawn

to the e-commerce and encouraged to

rder products online.

IKEA Stay creates an interest in an IKEA lifestyle by introducing potential customers to a home filled with IKEA furniture and

products. This makes the transition into the

brand more inviting for customers. IKEA Stay provides new ways to style homes through the airbnb context photos. This allows customers to see products in an authentic light, giving customers further reasons to purchase items. IKEA items are placed inside airbnb homes, becoming a showroom you can live in, strengthening the brand’s vision of ‘creating the perfect home’ with customers.

CO N C LU S I O N

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C I TAT I O N S

Airbnb. http://www.airbnb.ca

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Marchesseault, K. (2015, January 13). Using Digital Marketing to Get Shoppers to Buy Furniture

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