Clients

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    ikea

    The Brief

    Provide holistic and integrated recommendations to revitalise IKEA’s retail strategy, brand and perception in China, with a particular focus on aligning with Chinese millennial’s expectations and desires. This included categorical research, analysing shifting social, environmental, political and technological influences and trends, down to how that manifested at a product and consumer level.


    What we did

    • Field and thorough market analysis into trends influencing consumer behaviour broadly and in IKEA’s categories of interest.
    • WeChat engagement and face-to-face interviews with segmented consumers to understand needs and drivers of lapsed consumers, core consumers and non-consumers.
    • Recommendations on new retailing initiatives, digital commerce and transformative initiatives to reinvigorate IKEA’s retail stores and brand image in the China market.
    • Cross-industry analysis to identify learnings and inspiration IKEA could adapt
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