PowerPoint Presentation

CONNECTING WITH MILLENNIALSHOW CAN THEY HELP US?

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CONTENT

1. WHAT WAS THE IKEA LAB?Co-creation workshop with MillennialsWhat is a Millennial?The aim, find a meeting pointThe work team2. START! LISTENINGWhat does home mean to Millennials?What are their feelings about their homes?What do they think about our stores?3. CONTINUE! CO-CREATINGHow can we be better for them?What if?4. SHARING PROPOSITIONS

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A place to dialogueA special way

WHAT WAS IT?One of the actions to celebrate our 20th anniversary in Spain was the IKEA Lab.to connect with our customers, consumers and co-workers. and co-create in Madrid.1

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We organized a

During those days co-creation workshop to share impressions and opinions with some Millennials.

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They are people between 20 and 30 years old with lots of things to say to build the future.

We live in a world full of Millennials easy to recognise

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We want to find the meeting point

between Millennials way of life and our home furnishing.

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We met with them at COAM* on 23rd May.22 participantsDivided in 2 co-creation tables3 Customers

THE WORK TEAM:

13 Co-workers4 Interior Designers2 Facilitators*Colegio Oficial de Arquitectos de Madrid

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To find needs andSTART! ListeningOFFER solutions!expectations of Millennials about our products, try to understand their common and daily home problems and

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We need to know what home means to Millenials?

SO, WE ANSWER

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What are your feelings about your home?I need more space to store my stuffI like to buy everything in one place I buy basics and I will add my personality laterDecoration is superficial but I am very interested in functionalityI prefer a ready furnished house, I dont like to think about itI like to spend money going out, traveling and buying clothes I want my home to look nice, but I dont want to spend time on this issue

Uncertainty Future is not a straight line

No time to organize it

There is no difference between on-line and off-line

It is temporary. I dont feel connected with my home

I want one that reflects myself

It is my shelter and my place to take a rest

When I have a home

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What do you think about our stores?

Can I rent products and return them when I m tired?

There are no solutions for singlesI like easy and fast changes, with no effortI want to get information and learn but not in an intrusive waySustainability means not litteringThe web has no structure, is slow and complicatedThe paper and the pencil are so vintageThe store doesnt talk to meI want to see solutions ready made for meI want to get an advice (no oversold) Sometimes I see things in the store that I really likeThere are no solutions for shared apartments

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CONTINUE! Co-creatingConsidering customers needs, involving them. The purpose?Generate relevant solutions into different areas to improve their experience with us.

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How can we be better for you?

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What if?

Using the stores for art exhibitionsFurnishing a communityHome furnishing consultant (App, Skype, low cost)

Renting service of furniture and accessoriesFurnishing places outside the storeVirtual showroom with customersVirtual realityMixing with non IKEA products, trying to be more realistic

Devices that help imagine colours and furnitureVideo tutorials with explanations about setting roomsHousing-IKEA (ready made kits different styles)Second hand furnitureModular solutions (fit more measurement)On-line selling with delivery serviceOffering wireless solutions

Rooms settings with personality

Home furnishing platform to share ideas and solutions

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Value propositions

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Andsharing

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TITLEDecorating a real community in a city.

BENEFITSReal solutions in a real home.Credibility.Marketing through our customers.Create interest about home furnishing: we approach the customer.We have tools, we could be pioneers.DETAIL DESCRIPTION

Community with different kinds of families (couple, friends, families with children, old people). Offer solutions to their needs.They communicate how their new homes are (RRSS, photos in web, screens with pictures, their feelings...).Regular communication to inspire.

ORIGINAL

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Virtual showroom.

Infinite showroom.Several and different Living Situations, talking to each person individually and not to everyone in a global way.Challenge customers = Home furnishing stimulation.Create a home furnishing community.

TITLEBENEFITSDETAIL DESCRIPTION

Online platform showing real spaces and houses of people advised by IKEA, with interactive materials linked to the web, Pinterest...ORIGINAL

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MIKEA (My IKEA).

We eliminate the financial barrier. Adaptation to needs.Rent with an option to buy (leasing).Increased the rotation more change.New concept in home furnishing new business.We inculcate to customers one concept: "season".

TITLEBENEFITSDETAIL DESCRIPTION

ORIGINALSale&rent site. Just click on drop-down menu and select rental to see all products organized by status: new, pre-owned, super cheap, etc. With a little time will be possible the concept buy by location (including services like electric transportation we can reduce the distance).

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IKEA Small.

Useful.Sustainable.Covers more market.Loyalty.Showrooms, to know the product.

TITLEBENEFITSDETAIL DESCRIPTION

ORIGINALInspiring space in the city center only for selling the amount of products that enter in a small bag (like TIGER shop) + furniture showroom (then the customer could buy the products online or at the big store).

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Idealista + IKEA.

IKEA as a facilitator when people needs a new house (to find it). Idealista as a furniture or inspiration facilitador.360.Discounts/commercial benefits (loyalty).Positioning IKEA as a digital brand.Threat: not become aggressive advertising.

TITLEBENEFITSDETAIL DESCRIPTION

ORIGINALHow would it be?Mary is looking for a new home.Use Idealista to select one.Idealista offers her the possibility to make the "IKEA FAMILY move" card (discounts/transport).IKEA provide visits to Idealista houses (App/Room settings).Community I move" (App), a place where protagonists can share their experiences.

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Share your style.

Have a space in the App/web for publishing or visualizing photos of users houses.Have filters by type of rooms or score: implant a system to rate the uploaded photos. The aim: most relevant pictures will be shown at the top. Other possibility: comment and rate it (positive or negative).Prizes. Best pictures will be suggest for web. Other possibilities: gift voucher.

TITLEBENEFITSDETAIL DESCRIPTION

ORIGINALInspiration.Different utilities for the same products.Suggestions and combinations.Having opinions and ratings of your work about home furnishing.

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IKEA creates a better everyday life for the many people.with

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Mara Jos TassaniCommunication & Interior DesignIKEA Ibrica S.Amariajose.tassani@ikea.com

Questions? Comments? Ideas?Please contact:

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