The world’s largest furniture retailer operating in 38 countries still keeps to its founding goal. By entering a new marketing world Ikea has kept up with the demands of customers though effective e-marketing systems and processes as well as analyzing key customer interfaces. These issues give discussion into the digital marketing world of being seen on the Web though custom shopping website to social media sites and the development of Ikea App.
By- Leigh Pattinson 1699237
Ikea is a private business that sells ready to assemble furniture (beds, desks, and appliances) as well as other home accessories and is the world’s largest furniture retailer. Ikea was first opened in 1958 in Sweden and now Ikea has 127,000 employees has 316 stores operating in 38 countries. Their revenue rose to $30.2 billion in 2010 from $28.6 billion in 2009.
Ikeas vision is “ To create better everyday life for the many people” and their idea is to have their prices “ so low that as many people as possible will be able to afford them.” Ikeas business idea is "To offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them." and their market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money." By understanding this key concepts Ikea can use this content to encourage customers to expectance the Ikea way of living and help them to build on the Ikea brand. (Ikea.com, 2012)
Key E-marketing systems and process
Ikea’s online presence began in 1997, when the mega furniture store launched their first website titled the "World Wide Living Room Web Site" (ikeafans.com, 2005). It wasn’t until 2001 when the ikea.com shopping website was introduced and what we see today. The systems and process has a consent change to today’s society, now Ikea can display better graphic and features to engage the customer.
The systems and processes that have been put into action are: Systems
* Online shopping
* Search bar
* Community news
* Diversity and sustainability
* Corporate information
Ikeas system of their website is to allow everyone to see what the business has to offer. The websites objectives are to increase the visibility of their brand, to retain and grow customers, to be cost saving, develop an online community and provide customer service. Ikea now was offering access to an online catalogue, the ability to view products and check local Ikea store warehouse stock, and even the opportunity to apply for an Ikea credit card online. By focusing on these the Ikea objectives, e-marketing can allow users to explore the business portfolio and links to shopping with the company.
2. Social media
By engaging with social media network Ikea is able to create an online community that provides day-to-day information that may concern you and the business. Through the network of twitter the company aims to provide information of major activities and initiatives as well as store discounts and promotions. Facebook users are able to be apart of news discussions that Ikea posts, this provides direct feedback and can become every important in the future stages of development. 3. Mobile Apps
* iPad’s, Tablets
Through the development of Ikea application users are now able to pull out there smartphone or Tablet and search Ikeas shop products. It provides all the capability’s that the website offers, this includes promotions, shopping cart, search bar, store locations and in addition a store catalogue for the area you wish to buy from.
1. Online Customer Service
Ikea process of their customer service is highly important has customers are the foundation of the company. Ikea provides online...
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