In 2017, IKEA stores had a passenger flow of over 90 million and sales of 13.2 billion yuan, both of which exceeded 2 digits. Among them, the IKEA member club contributed more than 40% of purchasing power.

The cornerstone of IKEA's good reputation: fan operating strategy

There is no dealer in IKEA. All stores are self-purchased, self-built (except Guangzhou Tianhe Shopping Mall), and self-operated. IKEA rarely does large-scale marketing activities, and it is basically a shopping mall activity based on the annual theme.

Every time IKEA's promotion activities rely on the analysis of the market through data companies and selection of precise channels.

IKEA is most concerned about how to operate the “IKEA Member Club”. More than 90% of IKEA's marketing activities are organized around members. The most classic 3 major membership policies: membership discount, 180 days free return (previously 60 days, later upgraded), and free coffee.

Free coffee reduces the cost of users entering the store; Free return for 180 days, reducing the threshold for the purchase of large pieces of furniture. At the same time, the free return policy has effectively strengthened the corporate image of IKEA “democracy”.

The 3 major member policies form a perfect consumption closed loop, and its core is the recognition of the IKEA culture by fans.

IKEA's Knara umbrella, non-member price of 29.9 yuan, member price of 19.9 yuan, rainy day member price of 9.9 yuan.

In addition, IKEA stores around the country regularly hold a variety of membership activities, such as home lectures, anniversary events, watching movies after closing a store, and inviting co-users to celebrate the Swedish Lucia Festival.

In the Internet age, it is more necessary to make fan operations more necessary.

Through the third-party UGC platform, IKEA has hatched the first batch of its own "super fans."

According to IKEA's 2017 earnings report, 9 million fans interacted with IKEA last year through social platforms.

The composition of IKEA users, in addition to the old users of the main body, most of the new users are introduced through the introduction of old users.

Super fans take the initiative to pay attention to, share and disseminate IKEA-related content, with a cumulative reading of more than 500 million times. Through the various gameplays of the UGC platform, deep stereoscopic propagation is formed.

Following the distributors and designers, the owners are the third most important promotion channel for home furnishing companies.

In the self-media age, running a super fan is not an option, but a must. Good reputation, bad reputation, will be magnified by super fans, become part of the brand image, the amount of users brought or lost is huge.

(Source: JJGLE.COM)