You are on the global GfK website. Visit our local website for more offerings and information in your country.
IKEA
Furniture retail (World's largest furniture retailer since 2008)
Facts & Figures
Global stores
445
Revenue
$41.3bn (2021)
Products used
The research offers many starting points that we can act upon. It provides confirmation of areas where we have experienced challenges for some time and will help us address these areas. In addition, everyone is really impressed that the results are tangible, so we can act upon them.”
IKEA Netherlands
Consumer and Customer Insights Leader
IKEA Netherlands is one of our partnership clients, and we’ve worked together for more than a decade. As part of our close working relationship, the Consumer & Customer Insights team at IKEA Netherlands approached us to help them understand their customers’ journeys to improve the shopper experience and sales. They wanted to understand the reasons people choose to shop at IKEA, their willingness to pay, and the obstacles preventing them from purchasing home furnishings from the retailer in the areas of Living Room, Kitchen and Bedroom. These three areas are core to the retailer’s business and therefore understanding the true detail of people’s journey in each was essential.
By understanding what elements customers consider as the most important and what drives them to make a certain purchase, the research identified how IKEA could act on it to attract more customers. At IKEA, customer penetration is high, so this project pinpointed how to encourage shoppers to buy in other departments to increase sales in other departments. As a Business Leader from Workspaces told us; “This is one of the best pieces of research we’ve ever done because we can really do a lot with the insights.”
The results of the survey were converted into actionable plans organized by category. IKEA had asked for detailed action points to progress once the research was completed. In particular, GfK’s team focused on identifying barriers and drivers for IKEA and its competitors; breaking down the specific customer journeys of different customer types based on income and lifestyle and evaluating willingness to pay at IKEA versus the competition.
The detailed output and resulting guidance were well received: “The research confirmed assumptions we already had about our customers and also supported our efforts in implementing our new business plan” is a sentiment echoed by Core Area Managers in the three key areas of Bedroom, Kitchen and Living Room.
GfK has worked with IKEA Netherlands for more than a decade. Over this time, GfK’s account management team has built a close working relationship with the different teams in IKEA and has a solid understanding of the business so can anticipate and fulfil insight and data needs. IKEA uses a range of solutions from GfK including Consumer research and Market Intelligence.
A comprehensive source of consumer and market trends providing a complete view of purchasing behavior in the consumer tech and durables category in 13 countries.
Read moreA robust and stable international consumer segmentation study based on values, lifestyle, buying behavior and affinity for tech. Can be customized by market and product. im
Read more23.05.2023
Blog
Discover essential rules to achieve career success with GfK's expert guidance. Learn practical tips on self-care, work-life balance, & proactivity in the job now!
22.05.2023
Blog
As cost-of-living concerns continue, consumers are shopping more widely in search of better value. How can businesses emphasize the value they provide to win consumers over and preserve brand loyalty?
19.05.2023
Videos
Expert insights to master the 2023 Latin American Tech and Durables market