IKEA wanted to explore and define key growth areas and potential new business models in subscriptions, a new territory for the business. They saw potential in this business model and wanted to move quickly to test and learn in the market. Quickly meant creating an MVP within 90 days.
Designed at Fahrenheit 212, NYC
INNOVATION DURING COVID
The project aligned with the Covid lockdown, as consumers sought ways to enhance their homes while spending more time indoors. Capitalizing on this trend, Ikea was the perfect company to deliver new items to spruce up living spaces. However, Covid necessitated a significant shift in our working approach. With Fahrenheit 212 teams scattered across the globe, we faced the challenge of swiftly creating a physical and digital business for Ikea over Zoom.
Within our teams, we instilled a spirit of build to think and launch to learn.
A SEASONAL SUBSCRIPTION BUSINESS
We introduced Ikea's inaugural subscription business offering home refreshments through seasonal updates featuring small home decoration items, consumables, and inspirational content. We developed a highly flexible MVP process to ensure maximum agility and adaptability, building the subscription business model, curating the monthly product assortment with Ikea, and, most importantly, building the Platform on Ikea's website. We did this with five teams across USA, Canada, and London.
MARKETING + PRODUCT CURATION
At Fahrenheit 212, we created all the marketing assets and launched an email and social media campaign promoting the Seasonal Box on various platforms. Engagement emails accompanied each box, offering additional inspiration, ideas on using the products, and recommendations for other products that the subscriber might be interested in. We ran the business for Ikea for the first six months.
LEARNING FROM THE MVP
The MVP process provided valuable insights into customer demand and operational complexities, shaping concept development and scalability. Vancouver, Canada, served as the test market, aligning customer desirability with operational feasibility amid global shipping challenges. Commercial viability and scalability were prioritized.
The MVP was a huge success, with the boxes selling out within 180 minutes of launch.
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Designed at
Fahrenheit 212, NYC
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Creatives
Fahrenheit 212 in-house
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Web Development
Capgemini + Farenheit 212 in-house teams
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Marketing
Fahrenheit 212 in-house