2016 Bronze Best customer journey

Agency Quant Marketing

Client IKEA Russia

Campaign summary

Real-time emails with an ROI of £149.44

Campaign overview

What were the opportunities to increase kitchen sales and related products for IKEA Russia?

How could Quant and IKEA Russia identify potential kitchen buyers, with only access to offline store sales data and a limited understanding of customer behaviour?

Strategy

Customers who clicked through on relevant kitchen links and had significant dwell time on specific pages were sent emails communicating the simplicity of the kitchen buying process - they were engaged in near real time based on browser behaviour.

Online and offline data formed a holistic customer view of the customer, and IKEA Russia’s digital team helped assign unique URLs to every customer email to match browsing behaviour and in-store transactions.

Recommendations were personalised, and emails with recommendations to prospects based on similar buyers. Post-purchase emails related to the style of the kitchen purchased.

Creativity

Kitchens are an emotional purchase, so imagery of quality family time in the kitchen led the creative.

Engaged customers were likely to be in the early consideration stage and were therefore hot prospects. By sending emails in real time, triggered by their browsing behaviour, they could be prompted to take the next step.

Emails explained the kitchen buying process and showed how to design an IKEA kitchen with the planner tool.

This drove people in store, and because of the unique URLs in each email, conversations maintained after purchase. The first post-purchase email thanked the customer and contained their warranty. As they waited for the new kitchen, they were inspired to purchase related products to put in it.

Products were matched to their kitchens and an IKEA care survey landed at the end of the journey for customers to feedback through.

Results

The inspirational kitchen content of the e-Newsletter clearly caught customer interest - one in four clicked through.

The near real time triggered emails proved timely as well, with open rates of 30% and a CTR of 18%.

The creative was effective in driving customers in store as well buying matching kitchen products later on in the journey, the combined result being incremental sales of kitchen and related products of £625-641 (an uplift of 16% against control group) and an ROI of £8.63. The campaign also had an effect on the overall sales, increasing them by £3,022,458 against the control group (an uplift of 22%).

The overall ROI was £149.44.

Team

Thomas Hutchings (Head of Insight and Analytics) • Craig Buckley (Senior Analyst) • Clara Blanco (Account Manager) • Ihar Maraziuk (Marketing Executive) • Ola Olarewaju (Data Engineer)