2022 Silver Customer Retention or Loyalty Programme

Agency: RAPP

Client: IKEA

Campaign Name: 'Loyalty Starts from the Inside': How we used data to motivate, educate and engage IKEA's co-workers to improve IKEA Family performance

Campaign Overview

The IKEA Family Loyalty Programme is key to its success. In recent years engagement had dropped. Customers were swiping and signing up less, and the retailer needed to reverse the trend.

Strategy

IKEA co-workers are the face of IKEA Family, so engaging and educating them on the difference Family makes to their store was critical. To achieve this, the team created personalised, dynamic store reports using behavioural science techniques that gave them insider intelligence to drive 'Loyalty from the Inside’.

This meant putting data at the fingertips of 10,000-plus co-workers, from managers to cashiers, by developing personalised store reports that every employee would be excited to receive, reminding them of IKEA Family.

The strategy was based on three key considerations: audience, format and impact. Each one was underpinned by behavioural science techniques.

Creativity

RAPP designed a dynamic and engaging report that focused on the three most important Family KPIs. Infographics and leaderboards were added to drive healthy competition and spark excitement.

The creative approach mirrored its strategy: personalised reports to each store; infographics, hit/miss KPI buttons, store of the month awards; and gamification with Fantasy Football-style leaderboards plus prizes for high-achieving stores.

The report had co-workers on the edge of their checkout stools waiting to receive the latest edition.

Results

Within 12 months the campaign has driven a 39% increase in Family share of sales and a 16% increase in sign-ups, worth c.£75m to IKEA Family annually.

The reports have been live for a year, and in the final publication, all stores hit their share of sales and new member target for the first time.

The reports also highlighted the importance of training. Since the launch of the report, 3,500 additional store workers have been trained: almost one third of the workforce. Now, when customers come into store, employees are fully equipped to get them to swipe or sign up, as they're familiar with IKEA Family, and the benefits it brings to customers and stores.

The Team
RAPP - Al Mackie, Chief Creative Officer RAPP - Gabby Ludzker, CEO - Caroline Parkes, Chief Experience Officer - Hiten Bhatt, Head of Design - Jason Cascarina, Deputy Executive Creative Director - Durrelle Gregory, Senior Designer - Dayve Talbot, Strategy Director - Ella Vega, Senior Account Manager - Chris Kilgariff, Group Account Director - Issy Brooks, Account Manager - Russ Groombridge, Director Experience Sciences - Nick Pashley, Associate Director Decision Scientist - William Voong, Junior Decision Scientist - Samuel Putra, Junior Decision Scientist - Nik Mediratta, Senior Decision Scientist