Ikea relationship marketing concept

ikea relationship marketing concept

The following definition will be used: “Relationship marketing (RM) is catalogue and IKEA Family, a club which in had two million customers as members. The following report will look at IKEA's relationship marketing with its key community groups in Coventry (see appendix 1 for company background). The concept. Read "Relationship Marketing - Case Study on IKEA Case Study on IKEA" by Rethinking Business Strategy for a Hyper-connected World.

By Sarah Vizard 16 Jan 1: Its UK sales increased by 8. And it is kick-starting with a new campaign focused on sleep.

ikea relationship marketing concept

In this country we are time poor so we sacrifice sleep. The creative platform is about little changes that can have a big impact on daily life. Initially that was a philosophical approach, but Ikea is now showcasing a lot more of its products and solutions in its advertising and content.

  • Relationship Marketing - Case Study on IKEA
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While the business results speak for themselves, Tiersen says it has also seen an uptick in brand consideration, awareness and trust. And it is not a standalone thing. It is a great opportunity to ensure the physical encounter with the customer evolves, that is why we try to challenge our own concept with pop-up solutions, order-and-collection points, and dining clubs.

We are trying to surprise. Laurent Tiersen, Ikea How the brand advertises is also having to evolve.

Ikea’s UK marketing boss on evolving its marketing to engage across channels

For this campaign, Ikea has thought very hard about how it works online, on social media and on mobile. Secondly, the reasons for customers long term relationship with companies can be hardly measured and finally even harder evidenced as a result of efforts put in to relationship marketing solely.

ikea relationship marketing concept

Introduction Within relationship marketing three main dimensions can be found on purpose, nature and its role. While some theorists identify economical advantages for example the customer life time value: Anderson and Jacobsen, maintaining the purpose of relationship marketing, others stress on its interactive nature exchange of relational benefits: Gwinner et al, or the role of psychological impacts building up trust, loyalty: Morgan and Hunt, achieving that. It also shows the customer centricity and the involvement of other stakeholders.

IKEA is chosen as a case study for relationship marketing.

ikea relationship marketing concept

The Swedish world market leader in furniture is a particular good practical example of how the different dimensions of relationship marketing are applied in practice. There can rarely be found another company with such a strong corporate culture and close interaction with stakeholders. According to this model, relationship marketing is an on-going interactive process between the company and its stakeholders. While the customer, as the company's main interest group within relationship marketing, is at the center all others are attached to it.


That means the other markets are sub-items. Each group refers to relevant theory reflecting the three different dimensions of relationship marketing mentioned introductorily. That is why it is displayed in a central position within the model. Hence, this report will focus on the customer market as it best reflects the intention, nature and role of relationship marketing.

Ikea's UK marketing boss on evolving how it talks to customers

The most indirect stakeholder group that a company has to deal with is the referral and influence market. They cannot easily be influenced by the company and affect their interaction with customers to a lower extent. Hence, these markets do not contribute much to the customer focus of relationship marketing which is used in this report. Thus, they are only roughly mentioned in the appendix. Two main directions of marketing activities can be distinguished: Particularly in saturated and highly competitive markets, such as the furniture business, the emphasis of relationship marketing activities is on building loyalty.

The IKEA Group - The Story of How We Work

The building of strong customer relationships has been suggested as a means for gaining a competitive advantage McKenna, because loyal customers Gwinner, Gremler and Bitner,