IKEA Israel conducted a NIS 5 million marketing campaign before the Jewish High Holy days.
Sources inform "Globes" that IKEA Israel's revenue since September 1 has averaged NIS 1 million a day, and has totaled NIS 28-30 million. IKEA Israel's sales have peaked during the Jewish High Holy days, particularly the intermediate days of the Sukkot holiday. Sources close to the company told "Globes" that it has been one of the chain's most lucrative months since it opened. The chain operates seven days a week, including Friday afternoon before the Sabbath and Saturday night after it.
IKEA, a worldwide chain, has only one branch in Israel, which has been operating for over a year. The number of customers visiting the Israeli branch in the High Holy days has been 35% higher than during the previous Passover and Jewish new year holidays.
IKEA Israel conducted a marketing campaign before the Jewish High Holy days, through Azimut Advertising and Marketing and the Zarfati - Sternschuss Zamir Euro RSCG public relations firm. The campaign included a new catalog launched in late August, at a cost of NIS 5 million, which was distributed to 800,000 households. The company is also currently conducting a NIS 750,000-television publicity campaign.
IKEA Israel said in response that it did not comment on financial data.
Published by Globes [online] - www.globes.co.il - on September 25, 2002