Kitchen omnichannel experience
Background:
Ensure that we can show to consumers that we have qualitative kitchens for an unbeatable price and this within all our customer meeting points.
Today we are not showing clear prices for complete kitchens online. Consumers can find these complete prices back in our home furnishing store solutions. And our competitors offer this online and offline. Within our online channel we miss this crucial necessity of showing a clear priced product/system.
Big opportunity to highlight our affordability message for kitchen: Value for money, with our top family, METOD.
Main actions we started
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Complete price solutions kitchen
Locally, we developed complete price solutions for kitchens online, with support of sales, stores & RCMP.
The selection of these kitchens were made in close collaboration with sales, marketing and HF&RD to ensure the 360° range presentation. Love this one state of mind, where all commercial functions ensure to boost kitchen sales.
With complete kitchen prices, we secure to be IKEA Concept compliant and show customers priced products.
Given the engagement that we see on our pages where we added the complete prices and the increase of revenue, we want to continue this approach with more designs. Designs with different price points, styles and shapes to inspire the many people.
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Questioning the existing kitchen customer journey
Mapping out all kitchen related pages, to grasp and analyze the kitchen buying behavior, with SEO as one of the important data source. Purpose to optimize kitchen user experience, with rooms page as our prior - with most visitation. Localized the customer journey to make sure that our kitchen consumers are not facing dead ends, while respecting the phases during their kitchen buying journey.
To even better understand the kitchen customers we started to create a local OX dashboard to be able to fill the gaps we have today on our online channel, to ensure the best OX kitchen experience. Not there yet, but first steps are made!
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Filling the gaps
What started as a market specific range to fill a gap in our width and depth, ended up with creating locally kitchen content to make our kitchen offer complete. To inspire our customers with all the great kitchen range we have.
A result of a collaboration with diverse stakeholders, from Marketing, Sales, HF&RD and Content - with mixed channel expertise’s.
Consumers can experience this kitchen omnichannel, with being inspired by the content online and going to the stores with the pre-made design to start personalizing it to their needs, together with the kitchen expert. Or they can even touch and feel this kitchen solution instore.
Results
An increase of +62% Total BE TO compared to the period without complete prices on the respective kitchenfronts. This is majority store sales as we have a large omnichannel effect in kitchen. Starting from the online channel to end in store and remote.
When pushing content with complete priced kitchen our engagement KPI’s increase.
Boosting commercial activation, as we are able to show the NLP impact on complete kitchens online.
Looking at the journey analysis, we see consistent customer experience from one kitchen page to another, ensuring that we are keeping the customers in the kitchen loop, and on our website in general.
Linked to the action ‘fill the gaps’, we are currently boosting kitchen inspirational content via Pinterest, to bring more traffic to our website and be there when consumers are browsing for inspiration regarding kitchen. As Pinterest is a key platform for kitchen inspiration in Belgium. A nice collab with our SEO specialist, Katja. During this Pinterest project showing once more that there is a strong need to have content to show clearly that we have kitchens in all styles and colors, while fitting their budget.
Source: IPEX kitchen dashboard, sales performance, Contentsquare, local page performance dashboard, FAQ’s, insights from Content Gap analysis
With the small team we are, we touched and optimized already a lot inside the kitchen customer experience! Grateful to be working closely for this with my colleagues within the online team, and of course together with all other stakeholders.
And as Ingvar Kamprad said: Most things still remain to be done. A glorious future !