Home >> Marketing >> Article

IKEA's marketing pays off: Consumers make beeline for store on Day 1

5 days ago
Font Size   16
IKEA's marketing pays off: Consumers make beeline for store on Day 1

On Thursday, all roads in Hyderabad led to India’s newly launched home furnishing Mecca - IKEA. The Swedish furnishing giant's marketing efforts paid off. How? Suffices to say that IKEA had a massive crowd management problem on Day One. 

Shoppers who rushed to get a sneak-peek at the store complained about “Tirumala-level queues” and parking problems at the mega launch of the super-store. Roads that led to the store were jammed choc-a-block and consumers complained of traffic jams.  

A video being shared on Whatsapp showed eager shoppers jostling the queue to enter the store on the opening day. 

 

One shopper posted a video of the road leading up to the IKEA store:

https://www.facebook.com/santoshkumar.srv/videos/2235862593094760/

While consumer woes piled up, the high anticipation that IKEA built up in the run up to the August 9 opening of the first store in India seemed to have paid off. Some media reports cited consumers traveling all the way from Bangalore to shop at IKEA on the first day.

IKEA’s marketing stunts continued until Thursday. Travellers awaiting their check-in bags at an airport conveyor belt in the Hyderabad airport were surprised to find IKEA packages on the belt announcing the launch of the store.


Over the last few months, IKEA has been generating buzz around the brand & products and building brand love for itself . From using VR to give users a virtual experience of what it would be like to walk through an IKEA store to getting consumers acquainted with Swedish IKEA, it has been creating multiple digital content bits and engagement pieces to speak to consumers. The Swedish giant also introduced IKEA and its products by setting up a pop-home in a Hyderabad mall. IKEA finally produced a television commercial in the last leg of the run up to the launch titled - Make Everyday Brighter.



While IKEA has been busy promoting its India launch, local home furnishing companies have been feeling threatened. Future Group’s Home Town was quick to respond to the IKEA fever. Tweeple noticed a poster put up by Home Town near IKEA store in Hyderabad which said: What is not there, is here. The message was subtle but hard to miss. The word ‘there’ was written in IKEA’s trademark blue with yellow background. The ad also claimed free assembly, a drawback with IKEA which is known for its DIY approach.

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi

Competition Vs Collaboration. Experts discuss which will help both digital and traditional media produce best results

He is said to be considering various offers and will take a decision soon