"IKEA is a global company with a local heart."

With the mission of becoming a brand increasingly accessible to the majority of people, IKEA Portugal will invest over six million euros in making its products more affordable and improving the convenience of its services by August 2020. In total, 185 products from various ranges, covering all areas of the home, will see price reductions, 130 of which will be implemented in August. As part of its multichannel strategy for the Portuguese market, the brand also plans to create 14 new collection points, operated by external partners, where online purchases can be collected for 25 euros. Vila Real, Castelo Branco, and Palmela are the collection points opening in September, complementing Viana do Castelo and Leiria, which are already operational. By redefining the limits of delivery areas, IKEA will also reduce delivery service prices by approximately 33%. Helena Gouveia, Marketing Manager of IKEA Portugal, explains the context of the new campaign "We all have the right to design".

Grande Consumo IKEA continues to "tell the story," and the "story" is beginning to have practical effects from all the investment made last year in technology and promoting online shopping…

Helena Gouveia – Everything we did last year is now consolidated in this new approach. Added to that is all the investment IKEA Portugal has made to lower prices and thus ensure that most people can have a home tailored to their dreams. The new campaign “We all have the right to design” is exactly that. It's a commitment from the brand to its investment and, beyond that, it offers solutions and ideas; it's not just a commitment. We are with the Portuguese people and we want to provide the right solutions for their lives at home.

GC – Could this newly announced investment be considered a sign of the maturity of IKEA's operations in Portugal? Ultimately, this involves 185 products by August 2020…

HG – Exactly. The big investment is now, with 130 products, some of which are already in the catalog and will be available in the store. It's a huge investment, both for Portugal and for the world. The world has its eyes on Portugal because of this investment. IKEA Portugal is making a move that other markets are not following; we considered that we should do it and that it is the most relevant thing for our market. Therefore, we believe it will be an asset, both for people who cannot afford solutions for their homes today, and for others who can, but who feel proud to be able to buy from a brand that has this commitment to the country.

GC – This is a strategy that might not make as much sense in other markets, but it will make sense in Portugal. Is it also proof of the company's operational flexibility across the various markets where it operates?

HG – IKEA is a global company with a local heart. And that's reflected both in our marketing strategy and in our business strategy. This and other moves we make to reach more people are very well received and applauded at headquarters. Whenever we connect our brand, our purpose, to our business strategy, it's not only a source of satisfaction, but it also yields practical results.

GC – As the marketing manager for IKEA Portugal, what does it mean to have a level of brand awareness equivalent to that of the brand in its parent company, Sweden?

HG – Very proud. To be able to say that we have the highest “top of mind” in the world, to be able to say that “brand desire” is at the level of Sweden, that we are both tied for number one, to be able to say that, in terms of penetration, we have excellent figures makes us very proud. It is the result of 15 years of work, a very solid team in our country and an incredible group of partners. We only achieved this with these synergies.

GC – The same rules that are being applied to collection points and logistics. Was this a “handicap” for IKEA's operations in Portugal?

HG – That was a point to develop.

GC – Is this just the beginning?

HG – This is just the beginning. We have many formats and new things to share next year. This is a new step. For example, someone living in Palmela will be able to buy online and collect their purchases without having to come to a store. Or someone in Viana do Castelo, for example, can have an IKEA experience. Now, the level of experience will be different depending on where you live. We want the relationship with the brand to be the same, so that's what we're going to work on.

GC – Are these the “key points” that this new campaign is now going to highlight?

HG – Exactly. We all have that right. The entire country has access to design with the brand. The message is how we can ensure that prices are not an impediment to having a better life at home.

Follow us on