IKEA’s Approach to Customer-Centricity

Mary Lunghi is Market Intelligence Director for IKEA U.S. She will explain how IKEA uses consumer research to understand what its customers want and need.

You'll learn how IKEA has successfully built a brand many people can't live without.

Meet the Speaker

Mary Lunghi has 29 years of experience in advertising, marketing, and strategic planning. In her role as Market Intelligence Director for IKEA U.S. she leads a team of market research and data analytics specialists. Mary will explain how key consumer and business insights lay the foundation for strategic planning and contribute to driving the IKEA business.

As part of the integrated marketing planning process that Mary manages, she helps the organization leverage insights to create actionable marketing objectives and strategies, which have contributed to the company’s significant year-on-year growth of sales, visitor and market share over the past 6 years. It has also resulted in IKEA’s receiving several Effie Awards.

Mary will explain IKEA’s approach to “customer-centricity.” Ikea understands how consumers live in their homes, their needs, dreams and desires. Ultimately, Ikea’s goal is to have consumers say ‘I can’t imagine my home, or my everyday life, without IKEA’.

IKEA calls this being the Leader of Life at Home.

Mary will unpack the sophistication of the different types of consumer research conducted each year in order to better understand the consumer. She will illustrate how IKEA translates those insights into their consumer experience, from product development and merchandising, to sales and marketing.

Key takeaways include:

The value of customer-centricity.
The impact of market research, across functions, in a customer-centric organization.
How easy and turn-key it can be to obtain consumer insights.
How to turn insights into action.

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IKEA’s Approach to Customer-Centricity

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