案例库 · 市场与品牌 · 市场决策 · 2023–2024
这条还没译成中文，下面是英文原文。
IKEA Philippines turned salons and dojos into shoppable stores
With IKEA far across 7,000 islands, everyday spaces became QR-code showrooms; online purchases rose 30%.
IKEA Philippines
那一手
IKEA's stores were among the world's largest, but spread across the Philippines' 7,000 islands they were practically out of reach for most Filipinos, so the retailer was losing demand to geography.
Ogilvy Manila and OMD responded with 'This is an IKEA Store': putting IKEA furniture and QR codes into everyday locations — cars, restaurants, coffee shops, gyms, nail salons, camping sites and a jiu-jitsu dojo — so each became a shoppable storefront.
People could scan and purchase on the spot, and even households with IKEA items turned their own living spaces into shoppable sites. It created almost 1,000 retail 'sampling' locations that led shoppers to IKEA.ph.
为什么管用
- A QR code turns any location into a point of sale without building a store.
- It solves a geography problem by meeting the customer where they are.
- Showing furniture in real, relatable settings sells with context, not claims.
- It drives people to the website instead of the inaccessible flagship.
可以搬走什么
When your bottleneck is distance to the store, ship a storefront and a QR code to the customer's world instead of asking them to travel.
后来呢
The IKEA site attracted five times more visitors and online purchases jumped 30%, with an all-time-high website revenue growth and 450% more online traffic than physical-store traffic. It earned a Silver Lion in Media at Cannes 2024 and the most shortlists of any Philippine campaign that year.
资料来源
- IKEA Philippines and Ogilvy Manila celebrate Silver Lion victory at Cannes
- Behind the scenes of 'This is an IKEA Store' campaign with Ogilvy Philippines
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