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1、Trista Chen 宜家整合营销总监重新定义家居生活的黄金法则人生有多少天在家中找东西?How many days we spend looking for misplaced items during a lifetime?How many days we spend looking for misplaced items during a lifetime?消费者在家中囤积的卫生纸有多少?How much toilet paper that Chinese consumers stock in homeHow much toilet paper that Chinese consume
2、rs stock in home?家中餐桌上可以放多少种物品?How many types of groceries on the dinning table in home?How many types of groceries on the dinning table in home?难找东西Not easy to find thingsNot easy to find things东西多空间少Too many things,not enough spaceToo many things,not enough space开放空间收纳难Hard to organize open spaceH
3、ard to organize open space61.2%47%38.7%消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happen through new smart value产品沟通体验彰显个性的有意义的全渠道丝滑的消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happen through new smart value
4、产品沟通体验彰显个性的有意义的全渠道丝滑的消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happen through new smart value家居生活灵感HF inspirationHF inspiration超值好物Value for moneyValue for money健益身心Healthy livingHealthy living物超所值的储物盒Affordable BoxesAffordable BoxesPANSARTAX 潘萨塔附盖储物盒
5、透明16.5x16.5x16.5 cm39.99NOJIG 诺伊格收纳盒 塑料/米黄色10 x20 x5 厘米灵活搭配个性化收纳体验Best Friends of Storage FurnitureBest Friends of Storage Furniturepersonalized storage experiencepersonalized storage experience消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happen through n
6、ew smart value产品沟通体验彰显个性的有意义的全渠道丝滑的品牌人群装修刚需人群家居爱好者宜家目标人群拓展算法人群聚焦扩大增加新的媒体触点赛马优化 提升效率人群x内容赛马灵活测试 效果优先充分利用算法模型有温度的沟通=人群 x 场景 x 解决方案 x 算法 +激发灵感的勾起购买欲的治愈的内容千人千面的沟通 宜家家居APP为2千万+用户提供个性化推荐 123高效的沟通 AIGC 大幅提升内容创作效率消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happe
7、n through new smart value产品沟通体验彰显个性的有意义的全渠道丝滑的实现全渠道转型 适应数字时代的需求1.Total China population3.Potential IKEA consumers4.IKEA visitors6.IKEA customers7.Active members5.IKEA Family members2.Potential HF consumers Customer engagement at CMPs transactional and non-transactionalCustomer insightBusiness initia
8、tivesCustomer dataRefineEngageGenerateAnalyzeData does not create value itself if does not convert to customer insightThe better we understand our customers,the better we can serve them with ranges,offers,messages,services,activities,etc.,the better we engage them数据飞轮赋能商业决策,为消费者创造更多价值回归互动初心让“会员权益中心”回归“家居爱好者的乐园”全渠道千人千面用诚意和专业提供有意义的解决方案。多维度数据整合助力消费者洞察分析明确核心目标宜家会员3.0计划,提供全渠道会员丝滑体验短期收益长期价值+“为消费者创造价值,建立有意义的互动,实现两步转化。”家 因你而生Make Home Happen through Smart ValueMake Home Happen through Smart Value