Ikea: Calling Pet Lovers

Posted on October 26, 2017 by bermanevansretail

Many people like cute and humorous ads. Now Ikea is taking its furniture advertising to a higher level of cuteness. The new campaign deals with Ikea pet furniture. Yes pet furniture.

 

Ikea Pet Furniture. Yes Pet Furniture.

As Ikea notes at its Web site:

“Finally for cats and dogs too!! Have you ever felt like your cat or dog wasn’t just a pet, but a member of the family? It’s exactly that focus that led IKEA to make the comprehensive LURVIG pet product range. Created by pet loving designers with support from trained veterinarians, the range covers all the bases of our shared life with pets indoors and out, so you and your pet can enjoy your home together.” 

Ikea Pet Furniture. Yes Pet Furniture. Created by pet loving designers with support from trained veterinarians, the range covers all the bases of our shared life with pets indoors and out, so you and your pet can enjoy your home together.

Made for our four-legged family members

Will the pet product line be a hit? Alexandra Jardine reports this for Ad Age Creativity:

“Not content with having conquered the market for human furniture over the past 30 years, Ikea is now turning its attention to the animal world. The Swedish retailer has unveiled its first line of furniture for pets. Its LURVIG line (meaning “hairy” in Swedish) includes cat and dog beds and houses for them to curl up in, as well as accessories like scratch mats, feeding bowls and litter trays. There are also some scaled down versions of some of its favorite items, like a mini play tunnel for cats or a mini version of the Kilppan sofa. And some items ingeniously fit with the Ikea furniture you already have: like cozy inserts for Kallax shelving that are designed for animals to squeeze into. Like all Ikea stuff, it’s reasonably priced: a cat house on legs, for instance, is $54.98.

 

Calling Pet Lovers: VERY Cute Videos for Ikea Pet Furniture

These videos are divided into four categories. (1) The basic premise of Ikea’s pet furniture. (2) Furniture for dog lovers. (3) Furniture for cat lovers. (4) Behind the scenes in the making of Ikea pet Videos. There are EIGHT videos in all. Enjoy!

(1) The Basic Premise

 

(2) Furniture for Dog Lovers

 

(3) Furniture for Cat Lovers

 

(4) Behind the Scenes: Making Ikea Pet Videos

 

Posted in Global Retailing, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Social Media and Retailing | Tagged , , , , | Leave a comment

Music Improves Customer Experience, Even in Serious Settings

Posted on October 25, 2017 by bermanevansretail

Store retailers will try anything (almost) to enhance the customer experience. This includes Engineering a Great Retail Customer Experience and Worlds of Online and Offline Businesses Continue to Merge. 

Today’s post is on how music improves customer experience.

 

Music Improves Customer Experience

An often effective tool for store retailers is music. It helps set the tone for shopping. And it can positively affect the customer experience.

Consider these observations from Business Intelligence:

“Music can enhance the customer experience even in nontraditional retail environments, suggests a study released by Mood Media and the
Society of Composers, Authors and Music Publishers. The study was conducted in France. It found that customers had a more favorable experience in five business locations — including gas station, optical, banking, sports apparel, and pharmacy locations.

“Danny Turner, a global senior vice-president at Mood Media, told CRM Buyer that ‘music has an amazing ability to connect on an intimate and personal level. Brands that understand the connectivity between brand and in-store experience, facilitated by the incredible power of music to forge an emotional bond, are well on their way to elevating their customer experience.’ Mood Media is now designing music programs for an increasingly diverse body of retailers, including auto dealerships, credit unions, apartment buildings, and retirement home communities.”

“Overall, 70 percent of study respondents had a more positive perception of a business when music was played. 65 percent said music at the location helped differentiate the business from competition. 93 percent of employees at those locales preferred music over no music at work. Some pharmacies, opticians, and banks were concerned about the impact music would have, given their more serious nature. And when customers at more serious locales were asked if they wanted music, only 33 percent said they thought music would be appropriate. However, 76 percent of the customers who experienced music at those types of locales said they thought the music was complementary and compatible with the businesses.”

Take a look at the infographic to learn more.


 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 7: Communicating with the Customer | Tagged , , , | Leave a comment

Retailers Should Build Buyer Personas

Posted on October 24, 2017 by bermanevansretail

A fascinating subject for retailers is the concept of buyer personas. These personas are composite identities. They represent the types of prospects (market segments) that a business is seeking. This post covers how retailers should build buyer personas. You should understand the possible types of buyer personas from which to choose. This is a key aspect of market segmentation. And it also helps us with database marketing, data mining, and data analytics.

                                                                                                                                                   

Guest Post

We thank Andrew Dennis, Senior Content Marketing Specialist at Siege Media for the content below. We also thank Reuben Yonatan, Founder & CEO at GetCRM. The buyer persona infographic itself is from GetCRM.

 

 

Retailers Should Build Buyer Personas

Buyer personas can be particularly beneficial in the retail industry. Competition levels are so high, you need to have a firm understanding of your customers and what drives their purchasing decisions. Why do they buy from you rather than your competitor? And vice versa?

Developing detailed personas can help you better answer these questions and begin to close the customer experience gap. Effective buyer personas include the following information:

  • Age
  • Gender
  • Location
  • Education
  • Income
  • Relationship status
  • Social platforms and channels
  • Etc.

Building out these profiles will help you market and sell your merchandise more effectively. But how do you go about creating these personas? Simple, just as you would follow your favorite recipe.

GetCRM has put together an infographic which walks you through the buyer persona creation process like you’re following a recipe. Check out the graphic below and start building helpful buyer personas for your business.

Buyer Persona Building Infographic. Read through the visual below to learn more about how you can craft your own brand personas.
 

Posted in Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer | Tagged , , , , , | Leave a comment