GERARD JANSEN

DEPUTY RETAIL DIRECTOR IKEA SOUTH-EAST ASIA

How is the company coping in the current economic climate without compromising its brand presence?

We continue to put the customer first. In this digitalised world, this means connecting with them through a strong online presence.

The recently launched IKEA Online store is one such initiative, allowing IKEA to be accessible anytime and anywhere throughout Malaysia – giving people access to good-quality home furnishing products at the low-prices everyone loves.

Should brands be packaged differently, not only demographically but emotionally?

IKEA has always been a brand for the many people. We provide solutions that not only meet the practical needs of customers, but also from an emotional aspect – that’s part of creating a better everyday life for the many people.

We help build safe and comfortable homes that people want to go home to, not because they have to.

what is the most significant aspect of creating powerful, effective branding?

Throughout the 75 years of our existence, IKEA has always ensured that honesty and integrity are at the heart of any brand-building activity or initiative. We believe that building trust among customers is crucial in our pursuit of creating a better everyday life for the many people.

In an increasingly transparent world, how can brands strengthen their brand equity?

Understanding the needs and motivations of customers is key. IKEA takes great interest in how people live – which is why we take the effort to conduct Life at Home studies every year. But we don’t stop there. We take insights from these studies to create solutions that are relevant to the needs of people today – no matter where and how they live.

what makes a brand memorable given the short attention span and all sort of content screaming at customers?

The IKEA brand has become part of people’s lives in many ways. It’s not just about enabling access to functional, quality, well-designed and affordable home furnishing products, but also extends to the special moments our customers enjoy and remember.

That is why we always stay true to our brand essence, ensuring we speak to the hearts of people from all walks of life and provide unique customer experience done with a twinkle in the eye – and that’s how we set ourselves apart from the crowd.