The History of Illums Bolighus - Baltic Brand...
Transcript of The History of Illums Bolighus - Baltic Brand...
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The History of Illums Bolighus
With Focus on Brand Building
on line and off line.
Flemming Lindeløv,
Member of the Board
RIGA 16.04.2015
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Illums Bolighus in Copenhagen
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My thoughts for today’s discussion
1. Who is Flemming Lindeløv ?
2. Illums Bolighus today.
3. The short story of Illums Bolighus
4. The Future: Marketing and www.
5. Latest News: Using the Bloggers
6. Q&A
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The universal language of…
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16.04.2015
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1:Who is Flemming Lindeløv?
The PhD’s background as CEO…”
Over 35 years in the Danish and International corporate world
Graduated as Master of Chemistry in 1975 and Ph.D./Dr. Tech. in 1977
FDB/COOP11 years
8 years
6 yearsProbably the bestbeer in the world
6 years ROYAL SCANDINAVIA A/S
2007 Former Chairman of Achema Group & board member of Klasco Ltd etc.
- With Brand building and supply chain as the main management tool
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2: Illums Bolighus today
Flagship Stores in:
• Copenhagen, DK(13.000 m2,1941)
• Aarhus, DK (3.000 m2, 2008)
• Oslo, N (3.700 m2, 2006)
• Bergen, N (2.500 m2, 2013)
• Stockholm, S (2.250 m2, 2010)
• Malmoe, S (1.950 m2, 2012)
Shops in:
• Copenhagen Airport, DK
• Tivoli, DK
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2: Illums Bolighus today:
Core growth from retail
2005/2006 - Turnover DKK 195
mill.(€ 26 mill.)
2006/2007 - Turnover DKK 211
mill.(€ 28 mill.)
2009/2010 - Turnover DKK 250 mill.
(€ 34 mill.)
2010/2011 - Turnover DKK 300 mill.
(€ 40 mill.)
2012/2013 – Turnover DKK 408 mill.
(€ 55 mill.)
2014/2015 – Budget DKK 500 mill.
(€ 70 mill.)
The above amounts are ex VAT and
franchise revenue (1.10. – 31.09.)
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3: Short Story of Illums Bolighus
Vision & Mission
• We shall remain the center of design, lifestyle and interior design in Scandinavia. Always present and inspire with interesting visual merchandising.
• A vast selection of top of the line quality products, that continue to enthuse the customer.
• A centre of events, where committed employees render all our contacts a first class service
• Our vision is that the quality minded consumer will consider Illums Bolighus as the leading centre for design and interior furnishing
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4: MARKETING and WWWCross Channel Strategy
- Illums Bolighus (IBH) belive in Multi- and Cross Channem Strategy
- ½ of all purchase in Scandinavia involving both the Shop and the Digital platforms
- We know that “the normal consumer”examine all multi channel platform before purchase the goods.
- IBH prefer to have the customers IN THE SHOP, but we use all digital platforms to protect and to build our BRAND
- And to deliver high knowledge and service to our customers.
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4: MARKETING and WWWWe are vulnarable in the digital universe….
The marketing – weapons of IBH: Multi – and
Cross Channel Strategy on all platforms
- The annual high quality Catalog (at
Christmas time) is on our homepage
(www.IllumsBolighus.dk) and sent out in
hard copy to more than ½ mio customers
- VIP – NO 1 – CLUB (10% on all purchase)
- Newspapers and weekly magazines
advertising (less and less)
- Net – sales – department growing day by day
- We use face book and other social
platforms/medias
- Blogging is rarely.
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4: Social Media
Since August 2013
15.500 followers
Since July 2013
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4:Newsletters to our No1 customers
DK – 42.000
NO – 46.700
SE – 24.500
2-3 monthly:
• Copenhagen
• Aarhus
• Malmoe
• Stockholm
• Oslo
• Bergen
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4: MARKETING and WWWWe are currently on a learning curve
The physical flagshipstores are evidently the most
important branding platform and place for
meeting customers face-to-face.
Here is our DNA established.
Hence we shouldn’t compete with online, but improve our conditions in Cross Channel Strategy:
• EXPERIENCES
• DIFFERENTIATION
• CONSUMER CULTURE
• SENSORY EXPERIENCE
• AUTHENCITY
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Surprises the
customers &
give them a
little more
than they
expect!
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” Building a relationship between the management
and our customers”: USE ALL PLATFORMS
Openness
Honesty
Good chemistry
TRUST
Talent & hard work
The Future & Some Good Advice
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6 famous bloggers
(Young good looking girls)
1 week in South Africa
Films & Blogs
Homepage & You Tube
Constant Blogging (1-2 mio)
No hardcopies etc.
5: Latest NEWS: www.NellyEpicSpring
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High school student (18 year)
50t followers on Face Book
90t visitors on Instagram
Work for Coca Cola, ARLA,
Microsoft etc
Nice yearly income as a student
5: One of the bloggers: Sandra Willer
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5: Q/A