Marketing Background
IKEA, as a world-famous furniture and home furnishing retailer, aims to seize the opening opportunity of new stores (Nanning and Kunming) that are just in need of decoration in the peak season, convey to core audiences that they can provide consumers with a variety of home furnishing solutions, and hope to influence people in need to visit IKEA stores in person or purchase home furnishing products that meet their needs online through advertising on Baidu, a high traffic platform, So as to increase the number of visits to their stores and online official website traffic, and achieve the breakthrough of online+offline retail.
Marketing objectives
Increase the number of visits to their stores and online official website traffic, and achieve online+offline retail breakthrough.
Marketing program
1. "Insight" to Know People - Analysis on the Data of Visiting People in Stores
Baidu Insight is Baidu's map big data analysis system. Based on massive space-time big data and combined with artificial intelligence technology, Baidu Insight provides population mining, customer group analysis, travel research, location evaluation and other macro to micro research on people, places and objects for different industries. It has been deeply applied to urban planning, demography, government, retail catering, advertising, culture and tourism, university think tanks, public security emergency and other industries.
Based on the big data capability of Insight Map, IKEA has excavated many directions that can be analyzed for offline store customers, such as industry analysis- Benchmark analysis of customer stores, competitive stores and store trends, analysis of competitive stores preferred by users who have visited brand stores, and analysis of overlap between brand stores and competitive stores; Brand store analysis- The market's own crowd radiation range, crowd attribute analysis, crowd permanent residence analysis, etc. Through the analysis, we have a comprehensive understanding of the store/IKEA brand store/competitor store. It has important reference significance for the marketing of old stores and the site selection of new stores.
(Insight into people: introduction of Insight Map big data, comprehensive analysis of IKEA stores)
At the same time, using these data, in the opening screen marketing, through the analysis of the competitive stores that users who have visited brand stores most like to visit, after mining, select these stores to launch targeted links on the stargazing board, and focus on attacking these store groups.
(Insight into people: Insight analysis+star watching disk, targeted crowd launch based on LBS in key stores)
2. Resource Wisdom – Data guided resource selection and map marketing innovation
There are two aspects involved in resource wise acquisition: one is to provide customers with a richer combination of launch resources through crowd analysis. For example, there are some sinking people with low consumption demand among the people who arrive at the store, promoting the selection of resources for launching good looking videos. The other is Baidu map resources. This year, we have a lot of innovative resources for local customers, targeting local users.
This time, the opening of IKEA's new store in Nanning was the first time to try to implant local default voice navigation into the opening voice broadcast of IKEA's new store. With the help of the local map opening, the big box hot words on the home page, the base map iCon, the big water drop, and the navigation end page banner, the new store was publicized to the greatest extent before the user's trip, during the travel planning process, and during the navigation period, to stimulate the user's demand for going to the store, Guide users to the store more conveniently.
(Based on the analysis of discerning people, select Baidu to launch resources)
3. Creative gold mining - mining high-quality creativity based on users' arrival
The whole launch cycle of the opening screen is very long, facing a large audience and rich features. In the process, through the analysis of the arrival rate of each material, we also explore the content form that can attract the store most.
4. Post investment tracking – big data of Insight x data of people who arrive at the store
Finally, use Baidu big data to verify marketing data. By outputting the data insight results of the advertising population through the star watching disk, Insight analyzes the offline visit of the click advertising population through the location service capability, effectively evaluates the conversion of offline to store population, maps the two parts of data out the actual number of store arrivals, calculates the store rate, and verifies the effect and optimizes the next step.
Marketing effect
According to the targeted insight analysis of core competitive stores in Shanghai, the store arrival rate was 2.6 times higher than that of other non competitive stores in targeted cities, and the integrated marketing page of new stores led to a 167% increase in new store traffic. The brand interaction increased by 77.08%, the cost of single person arrival was saved by 5 times, and the cost of APP installation was saved by 60%.
The successful implementation of this case effectively proves that under the effective application of data, it helps advertisers achieve the growth of global traffic and the long-term development of brand business, and also successfully creates a new retail marketing model for IKEA.
