2016 Gold Best Loyalty or CRM Programme

Agency LIDA

Client IKEA

Campaign summary

Don’t win a candle, win a ‘cosy glow’

Campaign overview

IKEA FAMILY is a loyalty programme there to engage and reward members who are friends and fans of IKEA.

Not all members remember to swipe their card every time they visit. So, IKEA briefed LIDA to get members to use their IKEA FAMILY cards more frequently.

Strategy

Research revealed that 65% of IKEA FAMILY members visited IKEA regularly. However, only 35% swiped their membership card when visiting.

With more than five million members, this had the potential to be a sizeable problem.

The reason members weren’t using their IKEA FAMILY was because they didn’t believe there was incentive to, so it was time to find an alternative motivator.

Everyone loves instant gratification. The strategy was to ‘swipe your card for an IKEA surprise’. This gave members an immediate feeling of joy, in turn creating anticipation and further excitement around swiping.

When a member made a purchase they received a receipt with a barcode on it. They scanned it at a kiosk or microsite and discovered what surprise they’d won. Every IKEA FAMILY member who swiped was guaranteed to win a prize.

Creativity

The prize was placed at the centre of a typical IKEA scene - obscured by a white mask.

IKEA believe in making everyday life at home more wonderful, and the copy brought this brand tone of voice to life.

For example, a trip abroad was an opportunity to ‘take selfies’ and have ‘me time’. Each execution was bespoke to the prize in question. The range of prizes included: IKEA hot dogs, donuts, money off Swedish food market and meals in the IKEA restaurant, gift cards from £50 to £1,000, product prizes from mirrors to tables and teacups to lamps, bigger prizes like a trip to Sweden for four plus spending money, a Swedish dinner party for eight and a family photoshoot.

The idea was supported across a wide range of channels including in-store POS, OOH billboards, email, DM, SMS and social posts.

Results

Email open rates outperformed the market benchmark by 68% and the click through rate outperformed the IKEA benchmark by 97%

IKEA FAMILY members engaging in SWIPE A SURPRISE made more than 579,249 visits during the nine-week campaign period. They spent more than £64 million - of which an incremental £1.5 million wouldn’t have been spent at IKEA without SWIPE A SURPRISE.

The test design revealed a £5 voucher increased incremental response by 95% and IKEA FAMILY members who are inactive are 3.25 times more likely to visit with SWIPE A SURPRISE than members lapsing a while ago. 35% of all IKEA baskets came from IKEA FAMILY members in participating stores. Control stores saw only 24% of IKEA baskets from IKEA FAMILY members.

For every £1 invested, SWIPE A SURPRISE earned back that £1 plus £75 in income and a profit on this of 0.78 pence per member.

Team

Katie Craig (Strategy) • Charlotte Dunn (Data Strategy) • Jo Legg (Copywriter) • Sara Pouri (Art Director) • Vaughan Townsend (Creative Director) • Jack Petty (Account Manager) • Hannah James (Senior Account Manager) • Richard Spear (Account Director)