IKEA REPOSITIONING & OMNICHANNEL TRANSFORMATION
I was recruited as CMO to design and drive the omnichannel transformation and at at the same time I proposed the reposition of the Brand to boost sales after 5 years of no-growth. I developed the omnichannel strategy, launched new services, restructured the marketing organization and added new digital, data and content creation capabilities. Initiated, developed and launched the very successful repositioning of IKEA: Aandacht maakt alles mooier. It was build on key consumer insights and the heritage of the Brand. The new Positioning was the guiding star with detailed roadmap of initiatives that improved the customer experience, communication, sales activations, logistics, merchandising, customer journey in store and online and several other areas. It resulted in a significant increase in revenue for many years due to the welcoming of new customers that didn't consider IKEA before. While at the same time creating desire among current customers that shopped more often, through several (digital)channels and with an significant higher average ordervalue. IKEA became Advertiser of the Year, Webshop of the Year and Best Retailer of the year.