The marketing concept of Ekornes comprises of various elements in order to ensure the desired image and communication for the customers. It is also an important part of influencing the purchasing process of the consumer.
The concept contains:
-
In store display solutions/studios
-
Training for staff
-
National and regional marketing campaigns
๐ Ekornes is systematically working to gain insight into consumer groups in China and their preferences. They do this by analyzing feedback on marketing campaigns through Stressless’ own youku.cn account. The data is used to develop an overview of the targeted groups and market preferences. -
Close collaboration with distributors on local events and advertising
๐ Ekornes has an ongoing effort to structure their distribution in order to increase the number of distributors.
๐ Close collaboration with distributors is also important to compensate for loss of distributors due to industry problems or terminated relationships.
๐ Ekornes emphasize a high level of focus and priority in the stores.
Marketing Concept
A new international marketing concept for Stressless was launched in 2013. The unique concept focuses on the “comfort position” in the furniture market. This strategy emphasized the Stressless Glide system, which changes position of the back of the chair as users move.
Internet and electronic communication plays an increasingly important role for Ekornes’ communication with costumers, distributors, and marketing. This includes youtube.com and youku.cn channels, WeChat profile, and Baidu profile. This is in addition to existing marketing through their websites. The Internet is an increasingly important channel to reach new costumers in order to expand the already 80 million people worldwide that recognizes the “Stressless” brand name.
Besides marketing, Ekornes’ vision for the Stressless is, “Ekornes shall make the Stressless the world’s best-known furniture brand, and the brand shall be famous for quality and comfort”. The brand image and reputation is also heavily reliant on delivering high-quality products by word-of-mouth marketing.
