IKEA guided by Mosaic to new customers in Romania

IKEA, the leading international home furnishings business, is using Experian’s Mosaic Romania consumer classification to identify and expand into new retail markets in Romania. Geo Strategies (Experian’s partner in Romania) has concluded the first stage of a major consultancy project for IKEA in Romania and has used Mosaic Romania as a key tool in the company’s retail site location programme and future market planning.

Romania is now a high growth consumer economy which offers major opportunities for global retailers and other businesses looking to expand their international reach. Before Experian and Geo Strategies developed Mosaic Romania, accurate information on consumers in Romania was unavailable at the level of geographical detail required to make systematic investment decisions, identify future opportunities or measure potential return on investment.

Mosaic Romania provides retailers with a detailed understanding of the socio-demographics, lifestyles, culture and behaviours of Romanian consumers and a vital framework for new investment decisions across all areas of the country.

Cornel Oprisan, Managing Director of IKEA Romania, commented: ‘Our mission at IKEA is to create a better life for the many people in Romania. Our next challenge is to expand our network of stores across the country in a manner that ensures that the people can have access to the IKEA product range.

We commissioned Geo Strategies to provide us with an understanding of the retail potential for IKEA in two target regions. Their comprehensive and forward-looking study has provided us, in a timely manner, with unique information and insight that has helped us not only to identify but also prioritise our next locations. We trust the results of the analysis which Geo Strategies performed and, in the context of Romania, this is a very important consideration for IKEA’

Daniela Florea, CEO of Geo Strategies, said: ‘Global businesses need even more confidence in a local, emerging retail market such as Romania. We are particularly pleased to be of assistance to IKEA. Our in-depth knowledge of the local market created in partnership with Experian, and our investment in developing the Mosaic Romania consumer classification and MicromarketerG3 geographical analysis software, have enabled us to meet our customers’ expectations in a range of market sectors.’

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