Menu
Mail & Door Drops
 

IKEA FAMILY

IKEA FAMILY

Issue 13 | December 2009

Agency

LIDA

Creative Team

Creative Director: Stuart Woodington Chairman: Nigel Gatehouse CEO: Peter Worster Head of Analytics: Andrew Kennerley Client Director: Robin Presky Brand Strategist: Torsten Nilson Head of Art: Philip Bird Senior Consultant: Simon Spyer Client Services: Rebeca Alamo

Production Team

IKEA FAMILY

Date

August 2008

Background

IKEA wanted to reward its best customers, boost operational efficiency, transactional value and profit per sale but avoid escalating redeemable points. The answer? IKEA Family, based on Pointless Loyalty™. The more customers visit, the more tailored offers they receive and the more they spend.

Idea

The creative force was a combination of well-crafted copy with state-of-the-art digital technology producing up to 40,000 variables per campaign. Each mailing is targeted to the nth degree with relevant pictures and individual copy nuances to drive each individual customer to visit again and spend more.

Results

How about this? IKEA FAMILY paid back 150 per cent of investment within a year; members are 35 per cent more profitable than non-members; it delivers incremental sales of c£20m, over £2m in additional profits; each mailing delivers up to a 163 per cent ROI. Visitor numbers were increased by 66,000.

Submit Your Work

Send us your work for the next issue of Directory using our submissions form

Current Issue

Issue 52
Buy

Subscribe to Directory

Subscribe now and get instant online access to our 2,500+ articles

Newsletter

Inspiration via Email

Share

Related Articles

People Also Read