Case Study: IKEA boosts customer loyalty and optimizes U.S. store growth with Kantar

We gave IKEA insights about the attitudes of various segments, helping them attract the most loyal customers to new stores and choose new U.S. sites

IKEA needed to understand the key attitudes driving consumer loyalty among its best customers to ensure it could stay relevant as it opened new store sites across the United States. To address this challenge, the retailer partnered with the vendor Kantar, utilizing their MindBase segmentation service.

Kantar used attitudinal segmentation to identify IKEA's core customer segments and then distributed this MindBase data across the retailer's top metro markets to guide site selection. A key insight revealed a new, valuable customer segment in one planned location, leading to a redesigned store launch with targeted messaging and promotions. Kantar's work successfully attracted both new and core customers to the opening and the methodology is now used to prioritize future U.S. store locations and optimize IKEA's growth strategy.

IKEA