Brief

Ikea has been in China since 1998 and currently has 36 stores in the country. Despite significant awareness in the country, the brand observed a slowdown in offline sales. To counter this, the brand looked for a partner to accelerate the brand digitalization and online presence.

Solution

Baozun launched IKEA Tmall flagship store with an IKEA x Off White IP Collaboration generating great enthusiasm from users. The work scope includes customer service, IT integrations (OMS & CRM docking), livestreaming, campaign activation & digital marketing. To keep attracting users, Baozun built a complete replica of maze-like floor plan & a dozen showrooms for the 618 Shopping festival. Available on the Tmall flagship store, the experience provided immersive and interactive shopping experience.

Consumers could mix-and-match desired products with various sizes, patterns or color schemes. To encourage re-purchase, Baozun implemented a CRM tool for Tmall IKEA buyers, integrating with IKEA’s existing membership program – IKEA Family to provide integrated member benefits.

Results

IKEA Tmall store debut gained one million store fans within 1 week of launch and achieved 100 Million RMB in sales within just 80 days.

Shipping & installation services rolled out successfully in 300+ cities across China.

O2O services encouraged consumers to visit offline stores for whole house design.