Ikea

Ikea is a multi-national retailer, that design and produce furniture and home décor at an affordable price. With stores in around 45 countries, it is important that they understand their consumers in a global market and respond to consumer trends in different regions. In order to provide a unique but tailored experience for their customers, Ikea should use their social media platform as a valuable opportunity to build relationships.

The Problem

With a shift away from traditional marketing techniques, Ikea have been inconsistent at monitoring their social media communications. As a result, vital data on their consumers and online opinions shared in real-time failed to be transferred between departments. In order to engage more successfully with consumers on a global scale, Ikea had to find a solution to tackle the internal communication barrier.

The Solution

Different technologies were considered before Ikea established the Listening Hub, by Brandwatch, which is a platform to “create a real space for detecting, sharing and distributing insights” across different departments within the organisation (Ikea, and The Socializers, 2014).  Brandwatch gives companies the ability to see what customers share online about their brand. Ikea found that consumers, in different regions perceived the brand differently and also, used alternative social media platforms to express their opinions. By using Brandwatch, information can be directed to the right department in order for the right employees to resolve new problems.

How does Brandwatch help?

• Ikea can analyse and interpret the data collected on social media, in order to predict future consumer behaviour.
• Use different social media platforms to target their consumers in different countries. For example, 36.5% of customers in the U.S used Facebook to complain about the brand in 2014 (Brandwatch..2014).
• Brandwatch can provide Ikea with a competitive advantage, by responding more rapidly to trends than competitors.

Summary

Data collected on social media is a key indicator on what consumers think about a brand, which can help organisations find solutions to new problems as they happen.