Client

IKEA is a Swedish-based multinational company which is the market leader in the distribution of furniture and home decor.

Objective

IKEA has a passion for its customers, and for this reason, it decided to create a special club called IKEA FAMILY for those who, aside from being customers, are extremely loyal to the brand. As members of the club, you receive discounts on IKEA’s standard range of products and on the unique and exclusive IKEA FAMILY assortment of products, in addition to other exclusive benefits.

Solution

Our proposal focused on providing value to the IKEA FAMILY club by including a number of exclusive advantages for members. In order to create and manage the club, as well as to implement a customer loyalty strategy, we have designed a project that includes, among others, the following actions:

  • Creation and maintenance of the operational and transactional database
  • Integration and consolidation of information originating from different sources (shops, newsstands, website, mail, etc.)
  • Actions for the continuing improvements to the quality of the database
  • Email marketing and mobile marketing campaigns
  • Profiling studies to carry out targeted and fully customized communication actions
  • Analysis of the effectiveness of promotional campaigns

We use our cutting-edge information management, integration and communication tools, along with our new analytics platform in the cloud for the design and implementation of the technology support for the project.

Results

  • IKEA FAMILY members: +5M
  • Newsletter mailing per month: +9M
  • Top of mind IKEA FAMILY vs IKEA: +7%
  • Frequency of visits: +45%
  • Access to the website: +28%
  • Probability of purchasing: +13%