【可分享版】宜家中國陳麗卿-數字時代重新定義家居生活的黃金法則.pdf

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1、Trista Chen 宜家整合營銷總監重新定義家居生活的黃金法則人生有多少天在家中找東西？How many days we spend looking for misplaced items during a lifetime?How many days we spend looking for misplaced items during a lifetime?消費者在家中囤積的衛生紙有多少？How much toilet paper that Chinese consumers stock in homeHow much toilet paper that Chinese consume

2、rs stock in home？家中餐桌上可以放多少種物品？How many types of groceries on the dinning table in home?How many types of groceries on the dinning table in home?難找東西Not easy to find thingsNot easy to find things東西多空間少Too many things,not enough spaceToo many things,not enough space開放空間收納難Hard to organize open spaceH

3、ard to organize open space61.2%47%38.7%消費者洞察驅動的個性化家居解決方案與中國大眾一起創造美好生活的多種價值和無限可能Make home happen through new smart valueMake home happen through new smart value產品溝通體驗彰顯個性的有意義的全渠道絲滑的消費者洞察驅動的個性化家居解決方案與中國大眾一起創造美好生活的多種價值和無限可能Make home happen through new smart valueMake home happen through new smart value

4、產品溝通體驗彰顯個性的有意義的全渠道絲滑的消費者洞察驅動的個性化家居解決方案與中國大眾一起創造美好生活的多種價值和無限可能Make home happen through new smart valueMake home happen through new smart value家居生活靈感HF inspirationHF inspiration超值好物Value for moneyValue for money健益身心Healthy livingHealthy living物超所值的儲物盒Affordable BoxesAffordable BoxesPANSARTAX 潘薩塔附蓋儲物盒

5、透明16.5x16.5x16.5 cm39.99NOJIG 諾伊格收納盒 塑料/米黃色10 x20 x5 厘米靈活搭配個性化收納體驗Best Friends of Storage FurnitureBest Friends of Storage Furniturepersonalized storage experiencepersonalized storage experience消費者洞察驅動的個性化家居解決方案與中國大眾一起創造美好生活的多種價值和無限可能Make home happen through new smart valueMake home happen through n

6、ew smart value產品溝通體驗彰顯個性的有意義的全渠道絲滑的品牌人群裝修剛需人群家居愛好者宜家目標人群拓展算法人群聚焦擴大增加新的媒體觸點賽馬優化 提升效率人群x內容賽馬靈活測試 效果優先充分利用算法模型有溫度的溝通=人群 x 場景 x 解決方案 x 算法 +激發靈感的勾起購買欲的治愈的內容千人千面的溝通 宜家家居APP為2千萬+用戶提供個性化推薦 123高效的溝通 AIGC 大幅提升內容創作效率消費者洞察驅動的個性化家居解決方案與中國大眾一起創造美好生活的多種價值和無限可能Make home happen through new smart valueMake home happe

7、n through new smart value產品溝通體驗彰顯個性的有意義的全渠道絲滑的實現全渠道轉型 適應數字時代的需求1.Total China population3.Potential IKEA consumers4.IKEA visitors6.IKEA customers7.Active members5.IKEA Family members2.Potential HF consumers Customer engagement at CMPs transactional and non-transactionalCustomer insightBusiness initia

8、tivesCustomer dataRefineEngageGenerateAnalyzeData does not create value itself if does not convert to customer insightThe better we understand our customers,the better we can serve them with ranges,offers,messages,services,activities,etc.,the better we engage them數據飛輪賦能商業決策，為消費者創造更多價值回歸互動初心讓“會員權益中心”回歸“家居愛好者的樂園”全渠道千人千面用誠意和專業提供有意義的解決方案。多維度數據整合助力消費者洞察分析明確核心目標宜家會員3.0計劃，提供全渠道會員絲滑體驗短期收益長期價值+“為消費者創造價值,建立有意義的互動,實現兩步轉化?！奔?因你而生Make Home Happen through Smart ValueMake Home Happen through Smart Value