{"id":5230,"date":"2024-09-10T16:35:06","date_gmt":"2024-09-10T14:35:06","guid":{"rendered":"https:\/\/goldbach.com\/?p=5230"},"modified":"2025-11-11T16:40:14","modified_gmt":"2025-11-11T15:40:14","slug":"ikea-croissance-de-la-clientele-et-du-chiffre-daffaires-grace-a-la-publicite-radio","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/communique-de-presse\/ikea-croissance-de-la-clientele-et-du-chiffre-daffaires-grace-a-la-publicite-radio\/","title":{"rendered":"IKEA : croissance de la client\u00e8le et du chiffre d&#8217;affaires gr\u00e2ce \u00e0 la publicit\u00e9 radio"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p><strong>IKEA diffuse depuis un certain temps des campagnes audio en coop\u00e9ration avec Swiss Radioworld, avec un succ\u00e8s mesurable : gr\u00e2ce \u00e0 la radio et \u00e0 l&#8217;audio num\u00e9rique, le magasin a enregistr\u00e9 une nette augmentation de sa client\u00e8le et de son chiffre d&#8217;affaires.<\/strong><\/p>\n<p>K\u00fcsnacht, le 16 septembre 2024 <span style=\"font-weight: 300;\">\u2013<\/span> L&#8217;audio est en plein essor : selon les chiffres de l&#8217;\u00e9tude publi\u00e9e chaque ann\u00e9e sur l&#8217;utilisation des m\u00e9dias en Suisse<a href=\"https:\/\/www.igem.ch\/download\/Resume-etude-IGEM-Digimonitor-2024-FR.pdf?d=1725981426108\" target=\"_blank\" rel=\"noopener\"> IGEM-Digimonitor<\/a>, la radio et la musique en streaming atteignent quotidiennement 80% de la population suisse. IKEA aussi, en coop\u00e9ration avec l&#8217;interm\u00e9diaire audio Swiss Radioworld, mise depuis un certain temps sur la publicit\u00e9 audio.<\/p>\n<p><strong>La publicit\u00e9 audio offre un retour sur investissement positif mesurable<\/strong><br \/>\nGr\u00e2ce \u00e0 la publicit\u00e9 audio, IKEA a enregistr\u00e9, au troisi\u00e8me trimestre 2023 (septembre &#8211; d\u00e9cembre 2023) une augmentation de 66% du nombre de visiteurs dans les magasins suisses Par rapport \u00e0 l&#8217;ann\u00e9e pr\u00e9c\u00e9dente. Le chiffre d&#8217;affaires a augment\u00e9 quant \u00e0 lui de 33%. IKEA constate ainsi une corr\u00e9lation entre les d\u00e9penses en publicit\u00e9 audio et une augmentation imm\u00e9diate de la fr\u00e9quentation des magasins.<\/p>\n<p>Lukas Maximilian Dittmer, Integrated Media Manager chez IKEA Suisse, d\u00e9clare \u00e0 ce sujet: \u201eNous sommes convaincus depuis longtemps de l&#8217;impact de la radio, ce que confirment les chiffres. Gr\u00e2ce \u00e0 des \u00e9tudes internes, nous savons que notre cost per visit pour la publicit\u00e9 \u00e0 la radio se situe dans la partie inf\u00e9rieure de la fourchette \u00e0 deux chiffres. La publicit\u00e9 audio attire donc des visiteurs dans nos magasins de mani\u00e8re rentable.\u201d<\/p>\n<p>Du c\u00f4t\u00e9 de Swiss Radioworld, le Sales Director Darko Dunjic affirme : \u201cEn tant que Swiss Radioworld, nous connaissons bien s\u00fbr parfaitement le potentiel de la publicit\u00e9 audio. Nous sommes fiers qu&#8217;IKEA ait reconnu ce potentiel et nous nous r\u00e9jouissons avec notre client des excellents r\u00e9sultats obtenus.\u201d<\/p>\n<p><strong>Focalisation sur les messages cr\u00e9atifs et les targetings<\/strong><br \/>\nPour ses campagnes audio nationales et aussi pour les campagnes sp\u00e9cifiques \u00e0 certains territoires, IKEA a particuli\u00e8rement mis\u00e9 sur l&#8217;approche directe des groupes cibles. Les spots ont \u00e9t\u00e9 adapt\u00e9s aux int\u00e9r\u00eats et aux besoins des client(e)s d&#8217;IKEA. Par exemple, des th\u00e8mes tels que l&#8217;habitat, l&#8217;am\u00e9nagement et le d\u00e9veloppement durable ont \u00e9t\u00e9 abord\u00e9s, des produits cibl\u00e9s ont \u00e9t\u00e9 promus et des targetings sur mesure ont \u00e9t\u00e9 employ\u00e9s. L&#8217;int\u00e9gration d&#8217;informations saisonni\u00e8res et locales ainsi que de messages promotionnels a incit\u00e9 les auditrices et auditeurs \u00e0 faire leurs achats dans les magasins ou en ligne.<\/p>\n<p>Michael Diehr, Senior Communication Manager \u00e0 l&#8217;agence EssenceMediacom, explique : \u201cGr\u00e2ce \u00e0 des messages cibl\u00e9s et cr\u00e9atifs et \u00e0 un plan m\u00e9dia sophistiqu\u00e9, nous avons pu augmenter consid\u00e9rablement le flux de clients dans les magasins. Nos campagnes pour IKEA sont un exemple parfait de ce qu&#8217;un bon partenariat peut apporter. Pour IKEA et pour nous, c&#8217;est un breakthrough \u00e9vident.\u201d<\/p>\n<p>\u00c0 l\u2019avenir IKEA, EssenceMediacom et Swiss Radioworld continueront \u00e0 mettre en \u0153uvre ensemble des projets. \u201eLa publicit\u00e9 audio est devenue un \u00e9l\u00e9ment fixe de notre strat\u00e9gie m\u00e9dia, nous sommes actuellement en train de concevoir les prochains spots radio avec notre agence\u201c, d\u00e9clare Dittmer.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":5229,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[81,87],"tags":[236,337],"kanal":[],"werbeform":[],"class_list":["post-5230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-cases","category-communique-de-presse","tag-campagneradio","tag-ikea"],"acf":[],"yoast_head":"<!-- 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