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Digitally Empowering the World’s No. 1 Furniture Brand for India Launch

The Story

Our client IKEA is a Sweden-founded, Netherlands-headquartered multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances, and home accessories, among other goods and home-furnishing services. They were looking for a market research tool to better understand Indian consumers. The brand needed to chalk out its product development and marketing strategy before its India launch. Apart from that, they wanted to build an appointment booking tool for its kitchen planning and design services. The company needed this feature on its online store for Indian customers. Before the India launch, we developed a market-research solution to help the brand better understand Indian consumers. We also re-launched IKEA’s corporate website and built a CRM system-based appointment booking tool for kitchen designing.

Challenge

Being a globally leading furniture brand, IKEA is on a mission to target the Indian audience as per their geographical and cultural needs. Finding out the Indian consumers’ specific needs and interests was an uphill undertaking for the European-based brand. Besides, an array of cultural factors is at play when it comes to Indian customers’ home décor and furnishing needs. So, IKEA needed a proven analytics-driven approach to market research before launching stores in India. Even after the launch, IKEA’s online store for Indian customers didn’t have an option to book kitchen planning services. A growing number of customers were looking for the feature to design their customized kitchen. Doing market research was a big challenge to meet client vision.

Solution

OrangeMantra designed and developed a new, innovative, and scalable Life at Home Tool and kitchen planning CRM as per client requirements. The team developed strategies that boost the website’s performance and overall navigation. The CRM system-based appointment booking tool uses the Laravel web framework. It was integrated into IKEA’s eCommerce website booking capabilities for three different service categories. Besides, it creates a comprehensive connectivity framework with IKEA’s customer support team and stores customers’ data. The appointment booking tool automatically notifies the customer as soon as they book any service.

Results

OrangeMantra’s Life at Home tool helped IKEA have a deeper understanding of Indian consumers. Earlier IKEA had no capability for analyzing customers based on geographical and cultural-based business in India. Overall, the client’s business improved for pan-India operations stores across the country saw steady sales growth. IKEA customers who needed help planning a kitchen could instantly book the desired services. In-home kitchen planning services helped the brand quickly build customer relations in India. In-store kitchen planning services prompted a rise in in-person purchases. The furniture company was able to strengthen its brand image across India within a brief period.

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