Such interesting statistics, Toma. Customer analysis in the Marketing strategy of IKEA – Segmentation, targeting, positioning in the Marketing strategy of IKEA – Demographic , psychographic & geographic segmentation is used by the company to segment the market to cater to the changing market dynamics of home furnishing, Kitchenware & appliances industry. Classic demographics like age and gender – despite being tried and tested for years – appear to be losing their popularity among marketers as the most common forms of segmentation. But what sets IKEA apart from other discount furniture stores is that its products are still great quality and value for the money paid. Ikea Australia’s customer satisfaction has gone up 7.4 per cent from a year ago getting a rating of 91.6 per cent in June, according to Roy Morgan’s Furniture/Electrical Store Customer Satisfaction June 2018 survey. It is also a reason behind the increasing presence and popularity of IKEA globally. Even the stores are set up to make the customers shopping experience the best it can be. One of the bases of segmentation is to market the product sustainability. Behavioral segmentation Usage rate Potential market Ex-users Brand loyalty IKEA Psychographic segmentation Problem recognition Types of furniture Minerva model Segmentation Demographic segmentation Typical market for who? IKEA Group owned by Stichting INGKA Foundation is the largest furniture and home appliances manufacturer and retailer in the world. Loved your article. IKEA isn't just innovating in their design process, they are innovating in their customer research approach too. Various target groups Promotion Geographic segmentation This statistic depicts the number of visits to IKEA stores worldwide from 2010 to 2020. The wealth of customer data now available means brands are increasingly evolving their approach to reflect their consumers’ behaviour, attitudes and life stage. Global home furnishings and meatball brand (IKEA sell 150 million meatballs a year), IKEA of Sweden already innovate in their democratic design approach when producing new products, but now they're taking a leading approach with their customer insights: chatbot surveys. The only place where I differ is that with all this focus on the online customer experience, people are forgetting the in-store experiences haven’t lost their relevance in 2019 and are unlikely to do so any time soon. The consumer demographics are also changing globally and the focus is now on the millenials. This means that the products in Ikea aims to attract a particular market segment than the mass market (Steenkamp & Ter Hofstede, 2002). Inter IKEA Group itself reached total revenues of EUR 23.7 billion (including wholesale sales to retailers, franchise fees and the retail sales of the IKEA Delft store) and a … IKEA franchisees purchase products from Inter IKEA Group companies and pay a franchisee fee based on retail sales. Founded seven decades ago in Småland, southern Sweden by Ingvar Kamprad, today IKEA Group has 422 IKEA stores in more than 50 markets. IKEA is an example of an organization that carries the trait of "delighting its customers" in its organizational mission, actions and strategies. Their products are design to make the lives of its customers better while saving them money. Ikea also aims to show its customers that they care about Identifying a Target Market IKEA'S business idea is to offer a wide range of well designed, functional home furnishing products at a low price. However, IKEA sells contemporary and stylish designs that are a big favorite among the millennial customers. Ikea employs market segmentation strategy where the products are towards a particular target market. The … This means that the product is… The customer relationship with the brand seems to be strong, Ikea is a customer centric company.