* This article is a media “Modern Retail[Japan Version]This is a reprint from.
Ikea aims to simplify its own content creation. That’s why the company set up a content factory, Ingka Content Factory, in Malmö, Sweden last summer with about 60 employees.
“We’ve gathered some of the capabilities we already have in-house,” said Belén Flo Uriarte, the company’s global communications manager, adding that it’s adding about 20 new employees to expand its offering. He added that he has hired staff. “We’re adding a lot of new capabilities in-house, like web editing, video editing, photography, and more.”
With that, the company is looking to make both internal teams’ content creation and external communications more agile. In-house employees for copywriting, art direction, graphic design, video and program production for conferences, events, digital communications, and communication with colleagues to ensure consistency of tone and speed of new formats The company believes it will be testable.
Uriarte said:
“In the first few months, we will mainly be dealing with internal content, but Inca Content Factory intends to gradually roll out to various channels. We’re going to find something useful for our users.Customer expectations and demands are higher than ever.Staying with the status quo is the biggest risk.”
Why in-house power matters
Ikea is one of many brands such as Sony and Coca-Cola that have stepped up in-house capabilities in recent years. Gaining greater control over media spend, brand voice, or whatever has been a key driver for many brands building in-house capabilities, as Digiday previously reported. Given the current economic climate, there has been a resurgence of interest in in-house initiatives as brands again seek cost savings and more control.
Creating content for the company’s employees at Inca Content Factory is part of the company’s plans for communications in the “post-catalog era,” Uriarte said.
“Our employees are our greatest brand ambassadors and supporters.
Our employees’ participation, understanding, advocacy and content creators help us grow our brand. One of the biggest things you want to do on the communication side is to make your employees’ voices heard. It’s communication for everyone, in which everyone participates.”
David Norbach, co-head of marketing and sales at brand consultancy Prophet, said it makes sense to look for ways to boost in-house capabilities. The move is “in line with the current trend that consumer goods brands and retailers feel the need for rapid content development,” he said.
“These companies have a large number of rapidly changing products and promotions that need to be accounted for internally for store plans and employees,” Norbach said.
By building an in-house team to manage content, Norbach said IKEA would be able to act “quickly and with affiliation,” adding that brands could also develop web development in addition to moving content in-house. He adds that he wants more control over his analysis and analysis than ever before.
Update your digital experience
Apart from its in-house agency, IKEA is also evolving its retail format. The chain is piloting small-format stores in cities such as San Francisco, Copenhagen and London to make it accessible to more people living in urban dwellings. At the same time, the company is also updating its digital experience, offering AI-powered personalization to help consumers imagine what the company’s products will look like in their homes.
“We will continue to transform ourselves. We hope to have a high level of agility and adaptability,” Uriarte said.
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(Text: Kristina Monllos, Translation: Jess Corporation, Editing: Yoshiko Toda)
Source: BusinessInsider
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