Driving personalisation at scale

IKEA is a ‘destination’ shopping experience, but even its most ardent fans rarely visit more than three times a year.

We knew the latent love customers had for the brand meant there was opportunity to increase store visits and customer value. So, we created IKEA FAMILY. A loyalty proposition focused on digital personalisation, with ‘number of visits’ as the currency.

Our CRM strategy led to the creation of compelling and utterly contextual communications to help all of our customers create a home they love. We promised a smarter more personalised level of service the moment they walked in the door, delivered through:

1. A bespoke martech infrastructure which made it easy to track visits, online and physical store behavior and purchases.

2. A digital wallet for customers to swipe as they spend.

The rich omnichannel data we collect allows us to optimize customer journey communications to prompt purchase and give customers relevant content based on their profile and purchase behavior.

More importantly it allows us to recognise and reward customers spontaneously and naturally. Enabling us to increase visits and create a stronger emotional bond with personalisation delivered at scale.

Client

Specialisms involved

IKEA is a ‘destination’ shopping experience, but even its most ardent fans rarely visit more than three times a year.

We knew the latent love customers had for the brand meant there was opportunity to increase store visits and customer value. So, we created IKEA FAMILY. A loyalty proposition focused on digital personalisation, with ‘number of visits’ as the currency.

Our CRM strategy led to the creation of compelling and utterly contextual communications to help all of our customers create a home they love. We promised a smarter more personalised level of service the moment they walked in the door, delivered through:

1. A bespoke martech infrastructure which made it easy to track visits, online and physical store behavior and purchases.

2. A digital wallet for customers to swipe as they spend.

The rich omnichannel data we collect allows us to optimize customer journey communications to prompt purchase and give customers relevant content based on their profile and purchase behavior.

More importantly it allows us to recognise and reward customers spontaneously and naturally. Enabling us to increase visits and create a stronger emotional bond with personalisation delivered at scale.

30%

30%

Increase in personalised communications

7%

7%

Lift in sales for personalised communications

17M+

17M+

Members in North America

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