IKEA Consumer Experience
MARKETING STRATEGY — IDEATION
The Personal Project:
As my own personal summer project during the first summer of the pandemic, I wanted to challenge myself to ideate three promotional tactics to enhance the consumer experience at IKEA.
The Process:
(1) Researched IKEA’s key challenges and areas for improvement, linking these with market trends. (2) Came up with three unique promotional ideas to enhance the chosen areas of concern. (3) Designed my slides using IKEA’s brand assets and sent it to IKEA’s Marketing Team for feedback.
The Result:
I got some great feedback on my deck, with one of my ideas in particular aligning with plans they were already working on within the business at the time. Meanwhile, I had long chats with my connects that left me with valuable career advice and a new understanding of the business.
The Process — Part 2:
These interactions encouraged me so much so, that I took the time to create a second deck, this time with sustainability and social purpose at its core. I’ve always had a deep passion for sustainability and wanted to merge this part of myself with my marketing mindset, which aligned perfectly with IKEA’s company goals. I then sent my deck to the Sustainability Team for feedback.
*Keep in mind that not all of these ideas are applicable to the current COVID-19 landscape as this deck was created in the beginning of the pandemic when we all expected it would end sooner than later. As vaccines roll-out, however, it is possible these ideas would be able to come to fruition in the future.
The Result:
I had some in-depth discussions with a member of the Sustainability Team and got some additional feedback from my connects on the Marketing Team — this even resulted in my decks being sent around to other teams within the company to view. Although my product idea in specific turned out to be less scalable for Canada due to product design happening elsewhere, I got some great feedback and it is an experience I am grateful for. I was able to get invaluable mentorship and career advice out of my personal summer project and elevated my photoshop, strategy, and networking abilities in the process.