IKEA Global

IKEA Global

Summary

IKEA wanted to set up a consistent global measurement framework for their key markets to drive media efficiency and business growth.

IKEA

The challenge

We have worked with IKEA in the UK for over 20 years now, running a programme of econometric modelling. IKEA asked us to set up a Global Econometrics Programme, expanding econometrics to their other key markets in waves. A tiered approach was taken to reflect the size and complexity of IKEA in each market.

All markets receive a comprehensive modelling scope covering store and web; sales, visitation and brand health. However larger more complex markets receive a more advanced approach, modelling across stores, sales categories and loyalty card members. The programme is delivered by our GroupM network of partners, led out of MediaCom UK.

Results

The programme has now been expanded to cover 30 markets. Each market receives locally tailored, but globally consistent econometric reporting. All econometric outputs are fed into our Media Optimisation Tool (MOT) to allow the local markets to take ownership of the outputs and run their own optimisations to drive future efficiencies and sales growth.

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