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Ikea weighs rise in in-store marketing

By Published on .

[copenhagen] Swedish furniture giant Ikea, known for quirky, creative TV and print ads by local agencies around the world, is testing in Denmark the cost effectiveness of cutting media advertising in favor of more in-store marketing. In a change in focus, Ikea will cut media spending by about 60% in Denmark and use in-store efforts to try to persuade its best customers to buy more. "We found that our direct-marketing and general-advertising campaigns were not succeeding in bringing new customers to our stores," said Richard Gotbring, Ikea Denmark's marketing director. "The new emphasis is on in-store marketing and encouraging our customers to spend more."
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