INTERNET TOOLS AND THE FURNITURE BUSINESS Anne Kulwattanasopon Nick Beckworth Tom Wootten Steven Blair Annie Billings.

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Presentation transcript:

INTERNET TOOLS AND THE FURNITURE BUSINESS Anne Kulwattanasopon Nick Beckworth Tom Wootten Steven Blair Annie Billings

Introduction IKEA Ashley Furniture Pottery Barn Crate&Barrel

IKEA Background began in 1926 by Ingvar Kamprad Products product range is wide in function/style/coordination IKEA.com started in 1997

IKEA Business Idea To offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. Target Market

Ashley Furniture Background By Carlyle Weinberger in Chicago in 1945 Vision We Want To Be The Best Furniture Company Internet started in 1996

Pottery Barn Background Began in 1949 in Manhattan Business Idea Home furnishings should be exceptional in comfort, style and quality Internet started in 1995

Crate&Barrel Background Started in 1962 by Gordon and Carole Segal Business Idea Crate&Barrel offer the wonderfully simple designs at wonderfully simple, affordable prices. Internet Started in 1999

COMPANY WEBSITES

IKEA.com Purpose Functions How is the Design? Aesthetics Comments

Ask Anna!

PotteryBarn.com Purpose Functions How is the Design? Aesthetics Comments

CrateandBarrel.com Purpose Functions How is the Design? Aesthetics Comments

CrateandBarrel.com Web 2.0

Ashley Furniture Purpose Functions How is the Design? Aesthetics Comments

Ashley Furniture Functionality

COMPANY MESSAGE AND AUDIENCE

Message IKEA: Deliver affordable home furnishings to its customers. Pottery Barn: Home furnishings should be exceptional in comfort, style, and quality. Crate & Barrel: Furniture for every room, every style, every budget. Ashley Furniture: We want to be the best furniture store.

Audience - IKEA Cost conscious, modern, forward- thinking and environmentally-aware.

Audience – Pottery Barn Mature; traditional. PB Kids PB Teens

Audience – Crate&Barrel Mature, established, and contemporary. CB2 The Land of Nod

Audience – Ashley Furniture Quality driven, one stop shop research.

USE OF SOCIAL MEDIA

Analysis Criteria Blog? Facebook? Twitter? Mobile Site for Smartphone? Interconnection between media?

IKEA No official blog Facebook page IKEA-USA (active, advertisements, IKEA in the news) Twitter Individual stores, IKEA-USA had no tweets (sales, weather, local commentary) Mobile website available 3/5 Stars

Ashley Furniture No Official Blog Facebook Page (inactive, little info, previously active) Twitter national and stores (national is inactive, some stores were active) No mobile website 2/5 Stars

Pottery Barn No official blog Facebook page (active, lots of info/links, advertisements, sales, PB in the news) Twitter (active, sales and spotlight items, social participation/questions) No mobile website 3/5 Stars

Crate & Barrel No Official Blog for crateandbarrel.com Official Blog for CB2 (social in nature, party hints/recipes, integrates products) Facebook Page (active, ads, sales, store openings, promotion of new iPhone app) Twitter Intermittent usage (last tweet Jan 11 th.) Mobile available widely advertised. 4/5 stars

AREAS FOR FUTURE IMPROVEMENT IKEA Ashley Furniture Pottery Barn Crate&Barrel

CONCLUSIONS Questions Comments