Connecting with Millennials- IKEA

CONNECTING WITH MILLENNIALS

HOW CAN THEY HELP US?

CONTENT

1. WHAT WAS THE IKEA LAB?Co-creation workshop with MillennialsWhat is a Millennial?The aim, find a meeting pointThe work team2. START! LISTENING         What does home mean to Millennials?What are their feelings about their homes?What do they think about our stores?3. CONTINUE! CO-CREATINGHow can we be better for them?What if…?4. SHARING PROPOSITIONS

A place to dialogue

A special way

WHAT WAS IT?

One of the actions to celebrate our 20th anniversary in Spain was the IKEA Lab.

to connect with our customers, consumers and co-workers.

and co-create in Madrid. 1

We organized aDuring those days…

co-creation workshop to share impressions and opinions with some Millennials.

They are people between 20 and 30 years old with lots of things to say to build the future.

We live in a world full of Millennials easy to recognise…

We want to find the meeting pointbetween Millennials way of life and our home furnishing.

We met with them at COAM* on 23rd May.

22 participantsDivided in 2 co-creation tables

3 Customers

THE WORK TEAM:

13 Co-workers4 Interior Designers

2 Facilitators*Colegio Oficial de Arquitectos de Madrid

To find needs andSTART! Listening

OFFER solutions!expectations of

Millennials about our products, try to understand their common and daily home problems and…

2

We need to know what

home means to Millenials?

SO, WE ANSWER…

What are your feelings about your home?

“I need more space to store my stuff”

“I like to buy everything in one place”

“I buy basics and I will add my personality later”“Decoration is

superficial but I am very interested in functionality”

“I prefer a ready furnished house, I don´t like to think about it”

“I like to spend money going out, traveling and buying clothes”

“I want my home to look nice, but I don’t want to spend time on this issue”

“Uncertainty… Future is not a straight line”

“No time to organize it”

“There is no difference between on-line and off-line”

“It is temporary. I don’t feel connected with my home”

“I want one that reflects myself”

“It is my shelter and my place to take a rest”

“When I have a home…”

What do you think about our stores?

“Can I rent products and return them when I ‘m tired?”

“There are no solutions for singles”

“I like easy and fast changes, with no effort”

“I want to get information and learn but not in an intrusive way”

“Sustainability means not littering”

“The web has no structure, is slow and complicated”

“The paper and the pencil are so vintage”

“The store doesn’t talk to me”

“I want to see solutions ready made for me”

“I want to get an advice (no oversold)”

“Sometimes I see things in the store that I really like”

“There are no solutions for shared apartments”

CONTINUE! Co-creating

Considering customers needs, involving them.

The purpose?

Generate relevant solutions into different areas to improve their experience with us. 3

How can we be better for you?

What if…?

“Using the stores for art exhibitions”

“Furnishing a community”

“Home furnishing consultant (App, Skype, low cost…)”

“Renting service of furniture and accessories”

“Furnishing places outside the store”

“Virtual showroom with customers”

“Virtual reality”

“Mixing with non IKEA products, trying to be more realistic”

“Devices that help imagine colours and furniture” “Video tutorials

with explanations about setting rooms”

“Housing-IKEA (ready made kits different styles)”

“Second hand furniture”

“Modular solutions (fit more measurement)”

“On-line selling with delivery service”

“Offering wireless solutions”

“Rooms settings with personality”

“Home furnishing platform to share ideas and solutions”

Value propositions… 4

Andsharing…

TITLEDecorating a real community in a city.

BENEFITS• Real solutions in a real home.• Credibility.• Marketing through our customers.• Create interest about home furnishing: we approach the customer.• We have tools, we could be pioneers.

DETAIL DESCRIPTION• Community with different kinds of families

(couple, friends, families with children, old people…). Offer solutions to their needs.

• They communicate how their new homes are (RRSS, photos in web, screens with pictures, their feelings...).

• Regular communication to inspire.

ORIGINAL

Virtual showroom.

• Infinite showroom.• Several and different Living Situations, talking to each person individually and not to

everyone in a global way.• Challenge customers = Home furnishing stimulation.• Create a home furnishing community.

TITLE

BENEFITS

DETAIL DESCRIPTIONOnline platform showing real spaces and houses of people advised by IKEA, with interactive materials linked to the web, Pinterest...

ORIGINAL

“MIKEA” (My IKEA).

• We eliminate the financial barrier. Adaptation to needs.• Rent with an option to buy (leasing).• Increased the rotation more change.• New concept in home furnishing new business.• We inculcate to customers one concept: "season".

TITLE

BENEFITS

DETAIL DESCRIPTION ORIGINALSale&rent site. Just click on drop-down menu and select rental to see all products organized by status: new, pre-owned, super cheap, etc. With a little time will be possible the concept “buy by location” (including services like electric transportation we can reduce the distance).

IKEA Small.

• Useful.• Sustainable.• Covers more market.• Loyalty.• Showrooms, to know the product.

TITLE

BENEFITS

DETAIL DESCRIPTION ORIGINALInspiring space in the city center only for selling the amount of products that enter in a small bag (like TIGER shop) + furniture showroom (then the customer could buy the products online or at the big store).

Idealista + IKEA.

• IKEA as a facilitator when people needs a new house (to find it). • Idealista as a furniture or inspiration facilitador.• 360º.• Discounts/commercial benefits (loyalty).• Positioning IKEA as a digital brand.• Threat: not become aggressive advertising.

TITLE

BENEFITS

DETAIL DESCRIPTION ORIGINALHow would it be?• Mary is looking for a new home.• Use Idealista to select one.• Idealista offers her the possibility to make the

"IKEA FAMILY move" card (discounts/transport).• IKEA provide visits to Idealista houses (App/Room

settings).• Community “I move" (App), a place where

protagonists can share their experiences.

Share your style.

• Have a space in the App/web for publishing or visualizing photos of users houses.• Have filters by type of rooms or score: implant a system to rate the uploaded photos.

The aim: most relevant pictures will be shown at the top. Other possibility: comment and rate it (positive or negative).

• Prizes. Best pictures will be suggest for web. Other possibilities: gift voucher.

TITLE

BENEFITS

DETAIL DESCRIPTION ORIGINAL• Inspiration.• Different utilities for the same products.• Suggestions and combinations.• Having opinions and ratings of your work about

home furnishing.

IKEA creates a better everyday life for the many people.

with

María José TassaniCommunication & Interior DesignIKEA Ibérica S.Amariajose.tassani@ikea.com

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