With Claudia Willvonseder, IKEA Group

Wednesday 20 June | 14:00 | Debussy Theatre

Kantar Consulting, IKEA & Wunderman present:

HOW DATA IS REINVENTING THE FLATPACK EMPIRE

GOOD RESULTS WITH SMALL MEANS

Our Vision

TO CREATE A BETTER EVERYDAY LIFE AT HOME FOR THE MANY PEOPLE

DEMOCRATIC DESIGN

Everything we design has a

CAREFUL THOUGHT INSIDE IT

Highchair with safety belt

ANTILOP

€15Article no: 890.417.09

The ingenuity of our

BUSINESS MODEL

We are striving to operate in a more

PEOPLEAND PLANET POSITIVE way

Bath towel

HÄRENWhite

€7,9970x140 cmArticle no: 501.635.46

How we learn about

THE CHANGING FACE OF LIFE AT HOME

Our most famous

MARKETING TOOLS

And our most

MEMORABLE CAMPAIGNS

INSIGHT CREATIVITY LOVE

X 153

34 bn EUR

785mstore visits

2.2bnikea.com visits

118mIKEA FAMILYmembers

IKEA GROUP

We know that

DATA CAN MAKE US MUCHMORE EFFECTIVE

WE BELIEVE DATA CAN MAKE IKEA EVEN MORE INSIGHTFUL AND CREATIVE

We’ve made

some good progress

BUT WE WANTTO GO FURTHER

How can IKEA convert the other half of the human race?

20-piece basic train set

LILLABOMulticolour

€7,99Article no: 003.200.54

QUESTION

ANSWER

By weaving together survey, media and DMP data, we create A WHOLE HUMAN view and much smarter briefs 2D > 3D

ANSWER

By lookalike modelling our 3D segments onto M-Platform, we create audiences we can target much better

QUESTION

How can IKEA harnessthe content its customers publish to improve marketing performance?

ANSWER

Image Recognition and AI allow IKEA to measure its

VISUAL BRAND EQUITY

ANSWER

IKEA can examine the comparative effectiveness of IKEA-owned content with UGC to inspire better

CONTENT

How can Children’s IKEA use data to make it

TRULY FAMOUS?

The home is

A PLAYGROUND

Book display

FLISAT

€19,99Article no: 002.907.83

THREE KEY ISSUES

We’re concerned

about our kids

- DEVELOPMENT& BEHAVIOUR

- BUILDING CREATIVE SKILLS

- TIME FORCREATIVE PLAY

And one huge OPPORTUNITY

12%Little

Explorers

5%Gender Neutral Play

16%Mini Works

of Art

23%Creativity in

the Classroom

35%BUILDING & CONSTRUCTION

What if IKEA could make the world a more

CREATIVE PLACE?

Data showed us that every home needed

HELP WITH PLAYTIME

Play kitchen

DUKTIG

€79,99Article no: 603.199.72

Animation coming soon

Any box

CAN PLAY

Coolest creations

SHOWCASED IN STORE

Grown ups

CAN PLAY TOO

GOOD RESULTS WITH SMALL MEANS

THANK YOU!

With Thanks to