IKEA Boosts Loyalty Program to More Than 1.6M Members
IKEA has chosen 89 Degrees, a marketing solutions provider, to boost its loyalty program in the US. 89 Degrees uses advanced analytics and customer relationship management to drive better results for retailers. The IKEA Family loyalty program provides special offers and benefits to customers as well as program-branded merchandise and promotional events. The program has attracted more than 1.6 million members just a few months after fully launching.
"Not only are there now millions of members but members are highly engaged and spend more when they visit Idea," said Diane Zoll, manager of IKEA Family US. "89 Degrees plays a key role in the success of IKEA Family, which is redefining how we think about CRM at IKEA and taking it to a whole new level."
Key to the program's success has been IKEA-style innovation, combined with a relevant and eco-friendly digital experience. In the store, the membership experience begins at the dedicated Family shop, which features Family-branded merchandise for members all with high IKEA quality and members-only prices. Family Shop visitors also find kiosks that enable new members to enroll and receive a membership card on the spot. The kiosks also encourage existing members to scan their cards for a chance to win a monthly $100 Family Sweepstakes, as well as view exclusive IKEA Family discounts and offers.
During grand openings and other high volume periods, IKEA associates use a tablet PC application to handle the swell of membership interests. The tablet application is now being used at each store on a regular basis.
Ongoing communications are strictly digital, including a members-only website, emails and mobile alerts. Response rates are extremely high, more than doubling traditional retail digital communications.
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