Project Brief for IKEA: Future-Driven Market Insights for Furniture & Home Furnishing Accessories in Slovenia

Desired outcome

Purpose: To equip IKEA with actionable insights into the Slovenian furniture market, this project focuses on understanding the competitive landscape, customer needs, and future purchasing trends in an omnichannel environment. Through this research, IKEA aims to refine its product and marketing strategies for Slovenia, ensuring relevance and responsiveness to evolving consumer expectations.

Desired Outcome: The goal of this project is to gain a comprehensive overview of the Slovenian furniture market and identify emerging trends that influence customer purchasing behaviors. By conducting competitor analysis and examining both current and future consumer needs, IKEA will be able to strategically position itself in Slovenia’s omnichannel landscape, offering products that align with local preferences and lifestyle trends.

Attached documents

• - INDUSAC_Company_case_customer_needs.docx

Initial Problem Description

Initial Problem Description: IKEA seeks to enter or expand its footprint in the Slovenian furniture market with an understanding of:
• Market structure, key players, and competitive dynamics within the furniture sector
• Consumer preferences, buying behaviors, and pain points specific to Slovenia
• The impact of omnichannel shopping trends, including online and in-store integration, on consumer decisions
• Long-term trends in sustainability, design, and functionality that resonate with Slovenian consumers

Context

In Slovenia, the demand for quality, sustainable, and functional furniture is growing, alongside a strong interest in seamless omnichannel shopping experiences. For IKEA, a deep dive into the market dynamics, competitive environment, and customer expectations is critical for tailoring product offerings and customer engagement strategies. This research will provide a roadmap for addressing both immediate and future needs, positioning IKEA to offer differentiated solutions that appeal to Slovenian consumers.

Connection to cross-cutting areas

Connection to IKEA’s Values and Omnichannel Strategy: Reflecting IKEA’s commitment to customer-centered solutions and sustainable living, this project will guide product and channel strategies that:

• Enhance IKEA’s omnichannel presence, integrating online and offline touchpoints to create a seamless, accessible shopping journey. This includes digital tools for product visualization, user-friendly e-commerce options, in-store pickup, and flexible delivery solutions.
• Offer sustainably sourced, multifunctional furniture that adapts to diverse living spaces and lifestyles.
• Support a seamless purchasing journey with IKEA’s values of quality and affordability, aligned with Slovenian market preferences.

Input

Research Approach and Inputs: Given the unique characteristics of Slovenia’s furniture market, this project requires both primary and secondary research. Insights will be collected through:

• Competitor analysis to understand key players, product offerings, pricing strategies, and marketing approaches in Slovenia.
• Customer surveys, interviews, and focus groups to identify consumer needs, preferences, and challenges in the furniture purchasing process.
• Analysis of industry reports, market data, and trend publications to map out future trends and evolving consumer demands in the furniture sector.

Expectations

Scope and Expectations: During the project’s kickoff, we will outline IKEA’s objectives and the project structure, followed by detailed research in key areas:

• Market Overview: A comprehensive view of the Slovenian furniture market structure, size, and growth potential, covering both in-store and online channels.

• Competitive Analysis: Identification and analysis of major competitors, including local brands and international players. Focus areas include product range, pricing, marketing campaigns, and omnichannel strategies, highlighting areas where IKEA can differentiate.

• Consumer Insights: Building detailed demographic and psychographic profiles of Slovenian furniture buyers. Key insights will cover consumer pain points, preferences, and expectations around product quality, sustainability, and the shopping experience across channels.

• Omnichannel Trends: Examination of omnichannel purchasing trends, particularly how Slovenian consumers move between online and offline channels when buying furniture. This includes understanding the role of digital tools, mobile shopping, in-store experiences, and customer service in the purchasing process.

• Future Consumer Trends: Identification of long-term trends affecting furniture purchasing, including environmental awareness, interest in modular and multifunctional furniture, and a preference for convenience-oriented shopping options.

Desired Team Profile

We are looking for a team with expertise in market research, consumer behavior, competitive analysis, and omnichannel retail. Ideal candidates will have experience in the furniture or home goods industry and a strong understanding of digital and physical shopping environments. A background in Slovenian or Central European markets is advantageous.

Additional Information

Teams are expected to approach this project with a structured, detailed, and analytical mindset. We value collaboration with diverse teams who can combine market knowledge with a strategic understanding of IKEA’s brand values. Throughout the project, a dedicated IKEA team member will be available to provide support and facilitate access to resources.

Project Impact: Through this project, IKEA aims to deepen its understanding of the Slovenian furniture market, enabling it to build a strong omnichannel presence that meets both immediate and future customer needs. By leveraging these insights, IKEA will be positioned to offer solutions that are not only affordable and functional but also align with the evolving preferences of Slovenian consumers.

Related Keywords

• Sustainability
• Consumer related
• Retailing
• Consumer Products
• Home furnishing and housewares
• Housewares
• Consumer Services