How IKEA Maintains the Tone of Voice in More than 50 Languages

Track: Global Business | G1 |
Wednesday, April 4, 2018, 9:45am – 10:30am
Held in: G
Presenter:
Swati Narwal - IKEA
Host: Anne-Marie Colliander Lind

IKEA has a unique tone of voice to connect with many people. It’s important that everyone is able to easily understand us, our culture, values, what we stand for and the home furnishing knowledge in their own language. For example, the IKEA Catalogue is one of the largest printed and distributed catalogues in 51 languages. So how do we maintain the tone of voice and the twinkle in the eye feeling? It is quite an impressive thing for such a huge company with many markets and languages. In this presentation, we will share some highlights of the process, examples, scenarios and behind the scenes examples of what goes into making it happen.

Takeaways: Attendees will get concrete examples of how IKEA manages to have the same tone of voice in all markets, localization process and vendor setup (what we look for) at IKEA.