Courtesy of Ikea China/Yu Studio
Nothing beats brand intimacy when it comes to building consumer relationships. Proclaiming your benefits and unique propositions blatantly, in hopes of eliciting greater brand recognition creates passive communications, which would never connect your brand with your consumers. There is never one fixed methodology when it comes to building a brand’s emotional attachment together with your consumers. Cultural differences create diversity in our society, and it is vital that the right approach be adopted to create the most impactful marketing initiatives. IKEA China is one of the few really amazing IKEA outlets that recognizes the needs and culture of the chinese market when it comes to retail marketing. And trust me, they completely nailed it. I refer to an article at Adage.com which features an article on a short interview with IKEA’s marketing director, Ms. Camilla Hammar. In the interview, Ms. Hammar explained how IKEA China has changed its approach towards the chinese shoppers and how they learn to accept their customers getting all too comfortable with their products.
Ms. Hammar: People literally getting into the beds, taking off their shoes, getting under the covers. Not just one person, but sometimes as a couple or with a child.
One of the most bizarre marketing initiative that IKEA China has rolled out, involves the in-store marriage ceremony of 3 couples! IKEA China has learn to understand the fact that great effective work requires not just great ideas and executions, it is also the knowledge of understanding the market you are trying to sell to. Check out more of the article here.