In China, the e-commerce environment is cut-throat and booming. But IKEA’s entry into the e-commerce industry in China came much later than its competitors, which initially put the us at a disadvantage. By the time IKEA entered the e-commerce market in 2021, other companies had already established a strong digital presence and were utilizing digital engagement strategies to reach Chinese consumers.

As a former market leader in China's home furnishing business, IKEA’s success can be attributed to its traditional approach of equal and humanistic service and cost-effective products. However, we recognized that this approach was no longer enough to remain competitive in the market.

Our goals: Drive engagement on Tmall, improve sales conversions, and increase IKEA’s online consumer base.

The IKEA Home Universe for One. A Web3 e-commerce experience on Tmall, created for the many, but tailored to you. A completely personalised shopping experience with endless touchpoints and tailored content that spoke to our TA’s wish to explore ‘alternative possibilities’ in their life at home. With personal KOL home tours, 1-to-1 consultation, personalised inspirational films, limited-edition NFT brochures, and more. All tailored to our TA’s interests and passion to explore the endless possibilities of life at home.

Alibaba data has revealed a trend in two specific product categories: storage across home and children's furniture. Upon close investigation, we discovered that the most passionate consumers for these products are white-collar women and working mothers. Intrigued by this finding, we decided to center our campaign on these two groups.

Modern women in China are actively pursuing their careers and climbing the corporate ladder, which has given them greater spending power and independence. As a result, 78% of modern Chinese women prioritize self-awareness, independence, and the freedom to live with a sense of diversity. They are willing to invest in their personal attitudes, aspirations, and quality of life.

Our strategic big idea: IKEA helps unlock your values with products for self-expression, growth, and efficient living through an experience that lets you explore your endless possibilities for life at home—The IKEA Home Universe for One.

A personalized Web 3.0 experience on Tmall, inspired by the Metaverse. We unlocked our TA’s endless ‘what ifs’ in life through a ‘parallel home universe.’ This unique universe provided customers with an opportunity to explore and personalize their living spaces according to their unique lifestyles and values.

The IKEA’s ‘Home Universe For One’ is a comprehensive 3D digital interactive experience space, boasting three interactive rooms. In each room, consumers can personalize their surroundings, interact with influencers, and bring new home inspiration to life.

The most exciting feature is the IKEA Digital Creative Collection, which displays disruptive art NFT works, including the immensely popular Swedish meatballs and the IKEA shark that has won over countless fans. Consumers collected NFTs online and redeemed them offline for rewards, seamlessly bridging the gap between the online and offline world.

Moreover, visitors could try IKEA's latest service offering: the one-to-one design helper. With this feature, they can get personalized home storage and complete house design solutions without ever leaving the comfort of their homes.

Offline, an eye-catching giant QR code installation at Shanghai’s flagship IKEA store was a seamless bridge, inviting all shoppers into the online experience.

Ikea’s interactions reached an astounding 3.24 million+, demonstrating the immense impact of the IKEA Home Universe For One experience. With an average interaction time that was 46.6% higher than the industry standard, our mini app outperformed competitors and solidified its position as a trailblazer in the industry.

Our sales conversion rate on Tmall Super Brand Day was an impressive three times higher than the previous year, exceeding the KPI by two times. This remarkable achievement is a testament to our unwavering commitment to excellence and our relentless pursuit of customer satisfaction.

IKEA received an unprecedented level of exposure and garnered 78 million new online shoppers, exceeding last year’s data. This remarkable achievement not only underscores our brand's growing influence and impact but also speaks volumes about the effectiveness of our marketing and promotional strategies.