Conversation with Laurent Tiersen, Country Marketing Manager IKEA UK and Ireland

Nov 11, 2017

The Faces Behind Successful Digital Marketing - Insights from Laurent Tiersen

Welcome to Rossi Marketing's in-depth conversation with Laurent Tiersen, the Country Marketing Manager of IKEA UK and Ireland. In this exclusive interview, we delve into the world of digital marketing, exploring the strategies and techniques that have contributed to IKEA's immense success in the region.

Achieving Business Excellence through Digital Marketing

As a leading player in the retail industry, IKEA has long been recognized for its innovative approach to marketing. Laurent Tiersen sheds light on how the company has harnessed the power of digital channels to stay ahead of the game.

One of the key factors behind IKEA's impressive marketing success is their relentless focus on consumer engagement. Tiersen emphasizes the importance of understanding customer needs and preferences, and creating marketing campaigns that resonate with the target audience.

"At IKEA, we believe in delivering personalized experiences to our customers. By leveraging the vast amount of customer data available to us, we have been able to create highly targeted marketing campaigns that drive engagement and boost sales," says Tiersen.

The Power of Data-Driven Marketing

Data-driven marketing plays a pivotal role in IKEA's overall marketing strategy. Tiersen highlights the significance of using data to inform decision-making and drive actionable insights.

"We have invested heavily in building robust data analytics capabilities. This allows us to gain a deep understanding of consumer behavior, enabling us to tailor our marketing efforts accordingly," Tiersen explains.

By analyzing data from various touchpoints, including social media, website analytics, and customer surveys, IKEA can identify trends and patterns, adjust marketing campaigns in real-time, and deliver personalized experiences.

Innovation in Digital Channels

With the continuous evolution of digital channels, IKEA has been at the forefront of embracing new technologies to enhance its marketing initiatives. Tiersen sheds light on some of the innovative strategies employed by the company.

"We understand the importance of staying relevant and engaging in the digital landscape. For instance, we have leveraged augmented reality to enable customers to visualize how our furniture fits into their own homes. This immersive experience has revolutionized the way customers shop with us," says Tiersen.

In addition to augmented reality, IKEA has heavily invested in influencer marketing, collaborating with popular social media influencers to create engaging content that resonates with their target audience. By tapping into the influence of these individuals, IKEA has been able to reach new customer segments and drive brand awareness.

Building a Strong Online Presence

A robust online presence is crucial for any business in today's digital age, and IKEA recognizes its significance. Tiersen shares some insights into how the company has built and maintained a strong online presence.

"We strive to provide a seamless omnichannel experience for our customers. From our user-friendly website to our responsive mobile app, we want to ensure that our customers can engage with our brand wherever they are," explains Tiersen.

In addition to a user-friendly interface, IKEA has also embraced search engine optimization (SEO) to enhance its visibility in online search results. By incorporating relevant keywords and optimizing their website content, IKEA has been able to outrank its competitors and drive organic traffic.


In this insightful conversation with Laurent Tiersen, Country Marketing Manager of IKEA UK and Ireland, we have gained valuable insights into the world of digital marketing and its impact on business success.

IKEA's relentless focus on consumer engagement, data-driven decision-making, innovation in digital channels, and the proactive building of a strong online presence have solidified their position as an industry leader.

As digital marketing continues to evolve, Laurent Tiersen's in-depth knowledge and expertise serve as a source of inspiration for businesses striving to make their mark in the ever-competitive digital landscape.

Li Meng
Thanks for sharing this valuable interview with Laurent Tiersen. Learning from successful marketing managers like him is always inspiring and can provide great insights for businesses seeking success in the digital world. 👍💼
Nov 11, 2023
Howard Weeks
Great insights from Laurent Tiersen on IKEA's digital marketing strategies.👍 Very helpful for businesses looking to achieve success.💼
Oct 15, 2023