Cumplimos #20AñosJuntos y para celebrarlo queríamos conocer más de cerca a nuestros consumidores, nuestros clientes y nuestros compañeros. Queríamos saber qué pensaban de nosotros y sobre todo queríamos encontrar un punto de conexión entre su forma de vida y nuestros productos.

1. CONNECTING
WITH MILLENNIALS
HOW CAN THEY HELP US?

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

3. A place to dialogue
A 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

4. We organized a
During
those
days…
co-creation
workshop
to share impressions
and opinions with
some Millennials.

5. 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…

6. We want to find the
meeting point
between Millennials
way of life and our
home furnishing.

7. We met with them at
COAM* on 23rd May.
22 participants
Divided in
2 co-creation tables
3 Customers
THE WORK TEAM:
13 Co-workers
4 Interior Designers
2 Facilitators
*Colegio Oficial de Arquitectos de Madrid

8. To find needs and
START!
Listening
OFFER
solutions!
expectations of
Millennials about our
products, try to
understand their
common and daily
home problems and…
2

9. We need to
know what
home means
to Millenials?
SO, WE ANSWER…

10. What are your feelings
about your home?
“I need more
space to
store my
stuff”
“I like to buy
everything in
one place”
“I buy basics
and I will add
my personality
later”
“Decoration is
superficial but
I am very
interested in
functionality”
“I prefer a
ready
furnished
house, I don´t
like to think
about it”
“I like to spend
money going
out, traveling
and buying
clothes”
“I want my
home to look
nice, but I
don’t 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 don’t 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…”

11. What do you think
about our stores?
“Can I rent
products and
return them
when I ‘m
tired?”
“There are
no solutions
for singles”
“I like easy
and fast
changes, with
no effort”
“I want to get
information and
learn but not in
an intrusive way”
“Sustainability
means not
littering”
“The web has
no structure,
is slow and
complicated”
“The paper and
the pencil are
so vintage”
“The store
doesn’t
talk to me”
“I want to see
solutions ready
made for me”
“I want to
get an advice
(no oversold)”
“Sometimes I
see things in
the store that
I really like”
“There are
no solutions
for shared
apartments”

12. CONTINUE!
Co-creating
Considering
customers needs,
involving them.
The purpose?
Generate relevant
solutions into
different areas
to improve their
experience with us.
3

13. How can we be
better for you?

14. What if…?
“Using the
stores for art
exhibitions”
“Furnishing a
community”
“Home
furnishing
consultant
(App, Skype,
low cost…)”
“Renting
service of
furniture and
accessories”
“Furnishing
places outside
the store”
“Virtual
showroom
with
customers”
“Virtual
reality”
“Mixing with
non IKEA
products,
trying to be
more
realistic”
“Devices that
help imagine
colours and
furniture” “Video tutorials
with explanations
about setting
rooms”
“Housing-IKEA
(ready made
kits different
styles)”
“Second hand
furniture”
“Modular
solutions
(fit more
measurement)”
“On-line selling
with delivery
service”
“Offering
wireless
solutions”
“Rooms settings
with personality”
“Home furnishing
platform to share
ideas and
solutions”

15. Value
propositions…
4

16. And
sharing…

17. TITLE
Decorating a real community in a city.
BENEFITS
• Real 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

18. 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.
TITLE
BENEFITS
DETAIL DESCRIPTION
Online platform showing real spaces and houses of
people advised by IKEA, with interactive materials
linked to the web, Pinterest...
ORIGINAL

19. “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".
TITLE
BENEFITS
DETAIL DESCRIPTION ORIGINAL
Sale&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).

20. IKEA Small.
• Useful.
• Sustainable.
• Covers more market.
• Loyalty.
• Showrooms, to know the product.
TITLE
BENEFITS
DETAIL DESCRIPTION ORIGINAL
Inspiring 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).

21. Idealista + IKEA.
• IKEA as a facilitator when people needs a new house (to find it).
• Idealista as a furniture or inspiration facilitador.
• 360º.
• Discounts/commercial benefits (loyalty).
• Positioning IKEA as a digital brand.
• Threat: not become aggressive advertising.
TITLE
BENEFITS
DETAIL DESCRIPTION ORIGINAL
How 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.

22. 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.
TITLE
BENEFITS
DETAIL DESCRIPTION ORIGINAL
• Inspiration.
• Different utilities for the same products.
• Suggestions and combinations.
• Having opinions and ratings of your work about
home furnishing.

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

24. María José Tassani
Communication & Interior Design
IKEA Ibérica S.A
mariajose.tassani@ikea.com
Questions? Comments? Ideas?
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