Restore Affordability
Goal:
How to best present our affordable range to the customers. To regain that IKEA is a brand that fits all wallets. Supported by the big investment in New lowered price products on global and market level.
Actions:
Commercial activation of NLP across all channels. Leading to a need to set up a clear BE Affordability strategy for our website. Securing a correct sales steering on different page types, to move the focus and awareness towards our time restricted offers where relevant. With the purpose to sell more quantities.
Not to forget when sales steering on ikea.be:
Make the balance of where to localize, where does it makes sense/worth the effort? And which (affordable) message is the hero?
For defining the hierarchy across our affordability speakers we created a decision tree.
Make it stand out.
Main focus on 1000+ articles with a New Lower Price
Securing that everyone is aware that we reduced prices for more than 2600 articles during T2/T3.
Online we have the advantage that all New Lower Price products can be found under one page. To this page we drive traffic through several entrypoints across our website, and thanks to other channels.
Together with our Online Analyst and Online Coordinator we tested out which component to best use to promote our NLP per pagetype. From Products section - including topcategory, hero content on subcategory level and NLP landingpage itself - to Rooms. When customers are more in the exploring phase our aim was to drive traffic to the NLP landingpage. With usage of prefilters and #product-list-skip when needed to respect the customers interest.
(For example: on bedroom rooms page, secure that customers can easily access all our NLP products linked to bedroom)
When global started up a workshop to identify pain points to the current NLP page, my affordability partner-in-crime, Melis, our Online Ranger and me were excited to gather forces and contribute as a reference market to this workshop. Where we could give our input and shared some market insights.
Results
The investment in New lower Prices and our online channel strategy contributes to an increase of total number of pieces sold by 45%. Compared to the total NLP growth in our market (31%), means that our online growth is higher than country average.
NLP page interaction performance keeps on increasing. However, our BTI and Essentials page are most likely to get visitors to add-to-cart and add-to-wish list. An important fact that we can not ignore. As consumers stay sceptic about our New lowered Prices.
Source: Product Listing Global Dashboard, sales performance analysis, BE Affordability research online