Ikea

Page 1 of 20

Customer Relationship Management,
Marketing and Strategic Planning in English

PREFACE
1. Overview ……………………………………………...................3
2. How does IKEA work …………………….………..... …………3
*product and price…………………………………………………..3
*finding producers……………………………………………….....4
*design the product………………………………………………....4
*transport……………………………………………………………4
*selling………………………………………………………………4
3. IKEA marketing concept …………………….…………………..4
*corporate culture……………………………………………….…...5
*values…………………………………………………………….....6
*vision…………………………………………………......................6
4. Marketing mix………………………………………......................6
*product…………………………………………………………..….6
*price……………………………………………………....................7
*place…………………………………………………………..……..7
*promotion…………………………………………………..………..7
5. Customers……………………………………………......................8
*meeting the needs of customers…………………………..………….8
6. Customer database concept ...………………………...………….....8
7.Customer value concept……………………………...……………..11
8. Increasing customer value through RM…………...……………….12
*economic values…………………………………....………………..13
*social values…………………………………………………………13
*structural values……………………………………………………...13
9. IKEA relationship marketing tools………………………………...16
*customer data base…………………………………………………..16
*research tools …………………………………………………...…...16
*communication tools………………………………………...………18
10. Conclusion……………………………………………...…………19
11. References……………………………………………..………….19

OVERVIEW
IKEA is the largest chain stores for furniture and products for home furnishing in the world! However, this means a lot more – this is an original idea, because the furniture is produced "apart" and the customers piece them together on their own. Thus, IKEA has lower production cost and this economy leads to low product process. The cozy atmosphere in the stores is projected to be source of ideas for the home. There is a restaurant and children playground, which provides a lot of welcomes all over the world. The history of Ingvar Kamprad, the founder of IKEA, is a proof that when you have desire and passion to create, everything is possible!
HOW DOES IKEA WORK?
Above all else, one factor accounts for Ikea's success: good quality at a low price. Ikea sells furniture that's cheap but not cheapo, at prices that typically run 30 to 50 percent below the competition's. While the price of other companies' products tends to rise over time, Ikea says it has reduced its retail prices by a total of about 20 percent during the past four years. Ikea's corporate mantra is "Low price with meaning." The goal is to make things less expensive without ever making customers feel cheap. Striking that balance demands a special kind of design, manufacturing, and distribution expertise. But Ikea pulls it off in its own distinctive way: tastefully, methodically, even cheerfully, and yet somehow differently than any other company anywhere.

2.1 Product and Price: Ikea's product managers use a price matrix to identify holes in the company's product lineup -- and how much to charge for a new product. Ikea has three basic price ranges -- high, medium, and low -- and four basic styles: Scandinavian (sleek wood), modern (minimalist), country (neo-traditional), and young Swede (bare bones). To identify market opportunities, they take a product council directive, plot his existing product lineup on a grid, and look for empty spaces. Product range and development is primarily carried out by IKEA of Sweden AB. New product development and product improvement is organised by separate product groups within IKEA, such as living room furniture, kitchen and bathroom furniture, carpets and textiles, lighting and glassware and ceramics. Most manufacturers design a product, and then try to figure out how to make it for a target price. At Ikea, the price comes first. To find the price the search for competing product and target their prices 30-50% below it.
2.2 Finding Producers: Ikea now buys from about 1,800 suppliers in 55 countries. The trading offices vie to offer the most attractive production package, including materials (cheap hardwood or Indonesian rubber, for example) and a factory where craftspeople have the necessary skills to produce unique items in sufficient volume. They are situated close to the raw materials to minimize transport cost. Yet even as Ikea fosters competition among suppliers, it also treats them as long-term business partners. As Ikea offers nearly the same products in its stores all over the world, they can order very high Volumes and therefore get cheap prices. The firm emphasizes centralized control and standardization of the product mix. As Ikea offers nearly the same products in its stores all over the world, they can order very high Volumes and therefore get cheap prices.
2.3 Design the Product: With a price point and a manufacturer in place, Ikea uses internal competition to find a designer and select a design for production. So the management writes a brief that explains the product's price, its function, the materials to be used, and the fabricator's capabilities and sends the brief to Ikea's pool of nine staff designers and 80 freelancers, and refines promising designs until he settles on the one he wants to produce.
2.4 Transport: Probably one of the most important inventions of IKEA are the flat boxes to transport the furniture easily. That make not only Transport from the factories to the stores cheaper, it also allos costumers to transport most of their shopping with their own cars. As Amount to ship became more and more, coordination became more difficult. The company has responded by creating a global network of distribution centres, most of which are near container ports and major truck and rail routes. There are 18 Ikea distribution centres worldwide -- which handle about 70 percent of Ikea's total product line and four more are under construction. The other 30 percent of Ikea's products travel directly from supplier to store.
2.5 Selling: The selling takes place in often huge furniture stores with very few services, but a lot of information to read and furniture to see in their proposed use. Integrated places for children make the shopping for families easier and restaurants selling typical Swedish food convince the costumer to stay longer.

IKEA MARKETING CONCEPT
The IKEA Concept starts with the idea of providing a range of home furnishing products that are affordable to the many people, not just the few. It is achieved by combining function, quality, design and value - always with sustainability in mind. The IKEA Concept exists in every part of the company, from design, sourcing, packing. The aim is to help more people live a better life at home.
The IKEA Concept comes to life in many ways: Through their worldwide stores, in the IKEA catalogue, via the web and apps, and most importantly in millions of homes around the world.
"We constantly ask: Is there a better way? That's how the IKEA home furnishings offer remains unique and how we try to make everyday life better for the many people."
Another significant part of the IKEA's concept is the worldwide shop location. In the early 1980s - with IKEA stores in 20 countries and expanding - IKEA founder, Ingvar Kamprad, realized he needed to protect the unique IKEA Concept as part of the company's growth. He wanted total independence and a long-term ownership structure, so the stock market was not an option. Plus, he believed that all the companies operating under the IKEA Brand had to build resources before they could expand. So, the IKEA franchise system was established. Today all IKEA stores (except the IKEA Delft store in the Netherlands, which is owned by Inter IKEA Systems B.V.) operate under franchise agreements. Inter IKEA Systems B.V. is the owner of the IKEA Concept and worldwide IKEA franchisor.

Corporate culture
The word most accurately characterized the corporate culture of IKEA is "thrift". Since its establishment the company aims to allow people with limited financial resources to furnish their homes like the rich. The furniture systems are designed so that customers can stack them entirely by their taste. There are any decisions for small rooms. Flat packages, in which are offered products enable users an easy transport and also allow IKEA to make cost savings of storage and delivery. The company endeavors to recycle everything possible. Products that somehow have been damaged while being exposed in the store are sold at a reduced price. And in cases where it is impossible they are used for spare parts. The company does not use external services for the design of their products. Hires only about 15 permanent designers and 80 freelance designers from all over the world. Designers are constantly busy thinking about innovative ideas - from design furniture to new ways for flat packaging based on customer needs for convenience and quality. IKEA offers concepts for shaping the room, not just individual components. It also provides a large selection of average 10 000 products available in every store, 20% of which change every year.

Values
Humbleness and willpower: We respect each other, our customers and our suppliers. Using our willpower means we get things done.
Leadership by example: Our managers try to set a good example, and expect the same of IKEA co-workers.
Daring to be different: We question old solutions and, if we have a better idea, we are willing to change.
Togetherness and enthusiasm: Together, we have the power to solve seemingly unsolvable problems. We do it all the time.
Cost-consciousness: Low prices are impossible without low costs, so we proudly achieve good results with small resources.
Constant desire for renewal: Change is good. We know that adapting to customer demands with innovative solutions saves money and contributes to a better everyday life at home.

Accept and delegate responsibility: We promote co-workers with potential and stimulate them to surpass their expectations. Sure, people make mistakes.
Vision
To create a better everyday life for many people

MARKETING MIX
4.1 Product - IKEA, from the very beginning understood the needs of its customers and target prospects, and studied the potential of this segment and provided variety of options to the customers, so that they were highly attached and heavily relied upon its name thereby propelling its popularity even further. It has a detailed list of product catalogue ranging from furniture items and fittings, to more sophisticated and intricate assemblies to organize a variety of home furniture. Ranges exist in variety of categories, such as home furnishings, furniture, bathroom fitments, kitchen fittings, book cabinets, closets, kid's beds and other fittings, home extensions and so on.
IKEA has continously kept changing with a change in the business environment. The designs have always been fresh and this was the major point of differentiation for Ikea. IKEA is a brand that has broadly differentiated and has not depended upon a solitary classification of items or administrations for its extension. The key for Ikea has been to give the business a wide assortment of items and administrations to satisfy their particular aspirations and to defeat the obstructions or impediments of confined classes.
4.2 Price - IKEA's strategy is based on cost leadership. Across markets where it currently has a presence, products are sold at low prices. Prices are 30 to 50% lower than competing products. Price variations are only a result of fluctuations in exchange rates. This penetration pricing enables IKEA to gain significant market share. Low prices are a result of large-quantity purchasing, low-cost logistics, store location in suburban areas and a DIY approach to marketing. IKEA also benefits from economies of scale and healthy supplier-firm relationships. IKEA enters into long-term contracts, provides leased equipment and technical support in exchange for exclusive, low-cost manufacturing from suppliers. For new markets, IKEA should retain its price-image to maintain the brand's positioning.
4.3 Place - IKEA only grants rights to become a franchisee in markets where rights have not already been given, thereby maintaining their exclusivity. When selecting franchisees, IKEA among other things, evaluates the following:
Experience
Local market knowledge and presence (able to demonstrate ability to establish and operate IKEA stores nationally)
Corporate culture and values
Financial strength and ability to carry through the investment penetrating a country in full and in a large-scale retail environment format.
4.4 Production - As expected from a consumer durable brand, Ikea uses all form of promotions. However, due to its popular brand name, and its pricing structure, the best promotions which bring results for IKEA are sales promotions and trade promotions. Thus, this is where IKEA concentrates the most. Using coupons, price discounts, festival promotions, and all other marketing gimmicks in their bag, Ikea ensures that customers get regular advantages from various deals offered by the large scale manufacturer.
The print ads of IKEA are known to be smart and to the point which grabs customer attention. As they have a presence in varying geographies, the communication too differs from the company. They focus on localised communication in their advertising so that they connect to the local audience. However, in general IKEA is a smart marketer and their product itself speaks volumes. The promotions support the products by making them look desirable and unique in their design.

CUSTOMERS
The customer`s profile that IKEA tries to target are young, low or middle class people or new families, families with children, who need to find good quality for reasonable prices. In the term "customer" we also can add small business such as shops, hotels who desire to furnish their rooms, offices with style by quality products at affordable prices.

5.1 Meeting the needs of the customer
Because IKEA is fundamentally concerned with serving the requirements of 'the many people,' the design process begins with finding out what the consumer wants. IKEA therefore engages in a continual cycle of market research to find out about consumer lifestyles, what benefits consumers are seeking from a range of household furnishings, what consumer perceptions are of existing products and many other things. IKEA has always been conscious of the importance of a detailed analysis of customer needs. For example, because IKEA's primary market is 'the many people' rather than the privileged few, a prime concern of furniture design will be to provide solutions for people who may live in small, compact homes. The form and function of furniture designed by IKEA is thus very much driven by the needs and requirements of consumers.
IKEA continually strives to provide beautiful, practical furniture at a low price. This means, for example, that IKEA designers work with production unit suppliers to design furniture in a way which makes the most rational use of available production capacity. It means that products are designed to be produced in environmentally suitable materials that can be purchased at reasonable prices and that products are designed so that customers can assemble them themselves at home in order to save money.
IKEA purchasers travel the world to find the best possible manufacturers at the lowest possible price, without undermining the designer's original idea or lowering the quality of the product. The result is that design engineers are not frightened by the mathematics of making maximum use of materials and technology. It also means that customers do not need a degree in engineering to put their furniture together!

CUSTOMER DATABASE CONCEPT
IKEA has many channels through which it gathers information about its existing and potential customers. Some of them are IKEA website registration, IKEA catalogue registration and IKEA family card registration. Most of the questions are designed to collect contact, geographic, demographic and behavior data.
Customer info channel
Q. asked
Link to the Source
Q. category
County
Registration in ikea.bg
How often do you visit IKEA?
https://www.ikea.bg/registration/
Behavioral
BG
When was your last visit?
Behavioral
BG
Name
Contact
BG
Country
Geographical
BG
City
Geographical
BG
Zip code
Geographical
BG
e-mail
Contact
BG
Telephone number
Contact
BG
Family card reg.
http://ci.cloudbiz.eu/ikea-bg/registration.xhtml
Behavioral
BG
Family card reg.
When was your last visit?
Behavioral
BG
Family card reg.
Name
Contact
BG
Family card reg.
Country
Geographical
BG
Family card reg.
City
Geographical
BG
Family card reg.
Zip code
Geographical
BG
Family card reg.
e-mail

Contact
BG
Family card reg.
Telephone number
Contact
BG
Family card reg.
Date of birth
Demographical
BG
Registration in ikea.com
Name
http://www.ikea.com/registration
Contact
USA
Country
Geographical
USA
City
Geographical
USA

Zip code
Geographical
USA
e-mail
Contact
USA
Telephone number
Contact
USA
Family card reg.
Name
http://info.ikea-usa.com/FAMILY/?src=on_we_ikec_0000_000
Contact
USA
Family card reg.
Country
Geographical
USA
Family card reg.
City
Geographical
USA
Family card reg.
Zip code
Geographical
USA
Family card reg.
e-mail

Contact
USA
Family card reg.
Telephone number
Contact
USA
Family card reg.
Date of birth
Demographical
USA
Family card reg.
Are you planning to move or have you recently?
Behavioral
USA
Family card reg.
Do you shop for furnish your business?
Behavioral
USA
Family card reg.
Behavioral
USA

7. CUSTOMER VALUE CONCEPT
The term may mean low price, receiving what is desired, receiving quality for what is paid, or receiving something in return for what is given.
Customer value can be examined at different levels. At a low level, customer value can be viewed as the attributes of a product that a customer perceives to receive value from. At a higher level, customer value can be viewed as the emotional payoff and achievement of a goal or desire. When customers derive value from a product, they derive value from the attributes of the product as well as from the attribute performance and the consequence of achieving desired goals from the use of the product.
For example, from a customer`s perspective, the value of spending time with the whole family at the IKEA store, choosing furniture for home, making a cozy atmosphere for it might be greater than the value of shopping online. While the monetary cost of buying furniture in both cases might be the same, the value the customer extracts is different.

8. INCREASING CUSTOMER VALUE THROUGH RM
Customer satisfaction has been a subject of great interest to organizations and researchers alike. The principal objective of organizations is to maximize profits and to minimize cost. Profit maximization can be achieved through increase in sales with lesser costs. One of the factors that can help to increase sales is customer satisfaction, because satisfaction leads to customer loyalty recommendation and repeat purchase.
Customers are always aiming to get maximum satisfaction from the products or services that they buy. Winning in today's marketplace entails the need to build customer relationship and not just building the products; building customer relationship means delivering superior value over competitors to the target customers. Whether an organization provides quality services or not will depend on the customers' feedback on the satisfaction they get from consuming the products, since higher levels of quality lead to higher levels of customer satisfaction.
Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth.
Specialists in customer satisfaction
"We offer the lowest price, ease of shopping, the ability to take your furniture home the same day and – last, but not least – helpful, friendly and knowledgeable co-workers when you need help. Customer relations at IKEA includes many roles inside and outside IKEA stores, from the information desk and childrens play areas to checkouts, exchange areas, returns and contact centers. Customer relations co-workers help people find answers and prevent problems. We want our customers to come back, and the best way to do this is to make each contact with IKEA a positive experience. Whether it is before, during or after a purchase, IKEA customers should find our support and services as good as our products. We want them to trust that there is always a satisfactory solution if a problem arises.

Typical roles in this work area
Easy buying
Managing service products
Easy and fast check out

Companies can build relationships with their customers by developing several types of connections. The first level of relationship marketing is reflected in the activities offering economic incentives (economic bonds). The second level focuses on social components in terms of customizing the bond, which is more difficult to imitate by competitors (social bonds). The third level is considered the highest level of marketing activities, which offers structural solutions to specific customer problems (structural bonds).
8.1 Economic values (bonds)
The customer is tied to the firm primarily trough financial incentives –lower prices for greater volume purchases or lower prices for customers who have been with a firm a long time. One reason of these financial incentive programs` proliferation is that they are not difficult to initiate and to be copied from competitors and frequently result in at least short-term profit/gains. Unfortunately, financial incentives do not generally provide long term advantages to a firm since, unless combined with another relationship strategy, they do not serve to differentiate the firm for a long period.
8.2 Social values (bonds)
This strategy bonds the customers to the firm through more than financial incentives. While price is still assumed to be important, level 2 retention marketers build long-term relationship through social and interpersonal as well as financial bonds. Customers are viewed as clients rather than mere customers. The clients are the individuals whose wants and needs the firm tries to understand and design the product accordingly. Services are customized to fit individual needs and the marketers find ways of sticking to the customers, thereby developing social bonds with them.
While social bonds alone may not tie the customer permanently to the firm, they are much more difficult for competitors to imitate than are price incentives. In the absence of strong reasons to shift to another provider, interpersonal bonds can encourage customers to stay in a relationship. In combination with financial incentives, social-bonding strategies may be very effective.
8.3 Structural value (bonds)
Structural bonds are the most difficult to imitate and involve structural as well as financial, social, and customization bonds between the customer and the firm. Structural bonds are created by providing services to the client that designed right into the service delivery systems. Often structural bonds are created by providing customised services to the client that are technology based and serve to make the customer more productive.

What does IKEA give?
Economic bond
Customer value
Company value
Conditions to gain reward
Discounts
5 points for every BGN spent
higher sells levels
Sign up in the loyalty program - IKEA Family card.

Leasing
instant purchases
no interest rate charges
no first payment

new customers
high sells levels
loyalty
applies only for kitchen products
no online purchases
purchases above 2000 lv
Priority service
Find out first about the upcoming discounts and promotions.
loyalty
awareness

Sign up in the loyalty program - IKEA Family card.
Family card
good prices
gaining point
vouchers
200 points while registering
income increase
loyalty
long term commitment
awareness

sign up for free
phone number
personal information
frequent purchases

Social bonds
Customer value
Company value
Special customer events
Meet new people
more info about products
access to free trial
offer recommendations
feedback
awareness of bigger number of people
product exposition
attendance
Personalized newsletter
accurate information
more clients interested in upcoming offers
sign up for newsletter
Customer feedback
value
future improvements
better products
feedback
customer involvement
participate in surveys
fill the feedback form

Structural bonds
Customer value
Company value
personal offering
see first then buy
obtain information
income increase
customer awareness

Shop visit
information
discounts/promotions
upcoming events
more customers
loyalty
sign up for newsletter
friendly store environment
friendly help
areas for kids
food and drinks before shopping
easy access to products
feedback
income increase
more value for the customers
increased visits
investment for improvements
higher customer satisfaction
long term success programs

9. IKEA RELATIONSHIP MARKETING TOOLS
9.1 Customer database as Marketing tools
The more you know about your customers the better chance you have of pitching products and services to them that they actually want to buy. Your customer database is the best marketing tool you have to track your customers interests. Along with the name and email address of everyone you've sold to, your customer database should also include what they purchased – and when. You can then use this information to target your advertising and marketing strategies. Selling to an existing customer is far easier (and cheaper) than finding a new one. It's also a fair bet that someone who bought a printer from you will need replacement ink cartridges and photo paper within a few months of buying it and throughout the life of the printer.
9.2 Research tools
As one of the leading retailers in a global scale IKEA is engaged in systematic environmental monitoring and analysis which serves to be an effective source of information for decision-making.
The five main methods that IKEA useS when collecting data are:
Personal Interviews
Telephone Interviews
Group Interviews
Internet Feedback
Survey

I did a small online survey, which I sent to two of my friends – the first one is a student for first year and lives in Sofia for two months, the other one is my cousin who has married and moved to new apartment but it needs redecoration . The questions included were based on the of me information needed for IKEAs customer profile. Based on the survey I made 2 customer profiles and proposed each of them an offer.

First Customer Profile
My offer
Sonya Ivanova Ruseva
Phone number: 0897469306
E-mail address: [email protected]
Address: Bulgaria, Sofia, Sofia, Student City –housing complex, 55V, 1700
18 years old
First year in university
In a relationship
No children, not expecting
Moved recently (student hostel), living with one more person, combined income < 1000 BGN
Planning to furnish her new room
Visits IKEA once a year
Last time -
Preferred store –Sofia
Wants to join IKEA Family card
Hello Sonya,
Thank you for your time and participation in our survey. Due to the fact that you have recently moved to Sofia and your desire to furnish your new room, I am attaching a link to our Family card registration: http://ci.cloudbiz.eu/ikea-bg/registration.xhtml.
As soon as you finish the registration process you can use the card with all the discounts. On our web site you can find many ideas for the design of every room. If you have more free time, please feel invited to visit out store. You can enjoy not only our products, but nice atmosphere and delicious food.
If you have any questions, please contact us.
Best regards,
IKEA

Second Customer Profile
My offer
Anna Petrova Kalabalakova
Phone number: 0889360704
E-mail address: [email protected]
Address: Bulgaria. Bourgas, Bourgas, Brtaya Miladinovi –housing complex, 91B, 8000
23 years old
Working
Married
No children, but expecting
Moved recently to new apartment, living with one more person, combined income <2000 BGN
Planning to redecorate every room
Visits IKEA once a year
Last time – last 6 months
Preferred store – Varna (a store for purchases)
Wants to join IKEA Family card
Hello Anna,
Thank you for your time and participation in our survey. As far as we know you live in a new apartment that desperately needs for redecoration and a new design. I am attaching a link to our Family card registration: http://ci.cloudbiz.eu/ikea-bg/registration.xhtml.
As soon as you finish the registration process you can use the card with all the discounts.
On our web site you can find many ideas for the design of every room.
If you have any questions, please contact us.
Best regards,
IKEA

9.3 Communication tools
The words on every marketer's lips these days are multi-channel marketing (MCM). This means the use of a combination of channels for reaching your target audience, and it works well when it incorporates traditional methods of direct marketing. As part of IKEA's comprehensive integrated marketing plan, the furniture giant recently set out to "re-invigorate" the mailbox by leveraging digital channels.

Direct Mail/Catalog:
The direct mail portion of the strategy consisted mainly of IKEA's famous print catalog, which was condensed into a series of "mini-catalogs" each highlighting a specific area of the home. This made the content more manageable and enabled IKEA to send out more frequent mailings without overwhelming its target audience with too many campaigns. It also provided the chain with the chance to present multiple special offers, discounts and promotions over a period of time, instead of cramming them all into one or two mailings. This also kept up awareness and encouraged more frequent Internet sales activity.

Social Media:
The company made full use of social media marketing by:
Creating Facebook events for each new store building site and inviting local community members to the open house
Implementing a social "check-in" option at the various departments in its stores. Users who checked in withFoursquare received tips and products of interest pushed directly to their mobile devices, and a badge after checking in at 75% of the in-store locations. Needless to say, the act of checking in provided IKEA with powerful intelligence on that customer segment, as well as providing users with the option to sign up for the mini-catalog direct mail campaigns.
Creating "in-house" videos of families shopping for IKEA products, with the employees helping to assemble the products. The videos were then published on IKEA's USA YouTube and Facebook pages.

Email Marketing:
A bi-weekly electronic newsletter is created that highlights:
Keep submitters informed of commercial's progress
Worldwide sustainability efforts
Recall information
Products destined to be discontinued
Design tips
A client-designed space
The primary purpose of the social media is to get users to sign up for the email newsletter, and the primary purpose of the email newsletter is to get sign-ups for the direct mail print catalog.

10. CONCLUSION
IKEA is a well-known global brand with hundreds of stores across the world. IKEA's passion combines design, low prices, economical use of resources, and responsibility for people and the environment.
IKEA believes that there is no compromise between doing good business and being a good business. It aims to go beyond profitability and reputation. IKEA is intent on becoming a leading example in developing a sustainable business. This will create a better everyday life for its customers. IKEA has discovered a business truth being sustainable and responsible is not just good for customers and the planet, it is also good for business!
11. REFERENCES
http://businesscasestudies.co.uk/ikea/swot-analysis-and-sustainable-business-planning/conclusion.html#axzz3tud4rjMR

http://1.jhonny.de/Essays/IKEA.pdf

https://books.google.bg/books?id=JaS0jC6swu4C&pg=PA53&lpg=PA53&dq=social+bonds+alone+may+not+tie+the+customer&source=bl&ots=e-HPEdj-q_&sig=_zOJiDZkH5TdRG_WteEbeJJYDTg&hl=en&sa=X&ved=0ahUKEwjnhNi75s_JAhXMjSwKHaBxBXEQ6AEIIzAB#v=onepage&q=economic%20bonds&f=false

http://www.smallbusinesscomputing.com/emarketing/article.php/3877761/Customer-Databases-as-Marketing-Tools.htm

http://info.tmrdirect.com/how-ikea-successfully-integrated-its-direct-mail-with-digital-channels

http://www.ikea.com/ms/en_US/the_ikea_story/working_at_ikea/work_areas_customer_relations.html

http://www.marketing91.com/marketing-mix-of-ikea/

Ikea

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