January 23, 2024
IKEA, a globally recognized furniture and home retail brand, aims to capitalize on the peak season for home renovations and the opening of new stores in Nanning and Kunming. Through advertising on the high-traffic platform of Baidu, IKEA aims to attract customers to visit their stores or purchase home decor products online, boosting foot traffic and online sales to achieve a successful retail strategy both online and offline.
1. "Insightful Analysis" - Store Visitor Data Exploration
Using Baidu's "Insightful Analysis" map big data system, IKEA uncovers various dimensions for analyzing offline store customers. This includes industry analysis, customer store preferences, competitor analysis, and customer demographics. It provides comprehensive insights for marketing existing stores and selecting new store locations.
Using this data, IKEA targets the audience associated with preferred competitor stores visited by customers who have been to their own stores. They achieve this through targeted splash screen advertising on Baidu's Customer Data Platform "Observation Panel," focusing their marketing efforts on these specific store audiences.
2. "Strategic Resource Allocation" - Data-guided Resource Selection and Innovative Map Marketing
In terms of resource allocation, IKEA focuses on two areas. Firstly, through audience analysis, they offer a rich combination of splash screen resources, targeting specific customer segments such as low-spending customers among in-store visitors. Secondly, they leverage Baidu Map resources to target local users with innovative marketing strategies. For example, during the opening of the new store in Nanning, they implemented localized voice navigation and utilized various map advertising elements to maximize promotion and guide users to the store conveniently.
3. "Creative Campaign" – Developing High-Quality Creatives Based on User Store Visits
The splash screen advertising campaign has a long duration and reaches a large and diverse audience. Throughout the process, through analyzing the visit rates for each creative material, IKEA also explores the content formats that are most effective in attracting store visits.
4. "Post-campaign Tracking" - Leveraging Big Data for Store Visitor Analysis
IKEA utilizes Baidu's big data capabilities to validate marketing data. By analyzing the audience data from the "Observation Panel" and offline store visitation using location services, they assess the conversion of online audiences to in-store visitors. The data helps calculate visitation rates, validate campaign effectiveness, and optimize future strategies.