IKEA: Welcome to Älmhult

This case study describes how IKEA, the homeware retailer, increased the frequency of UK visits through its 'FAMILY' card.

IKEA: Welcome to Älmhult

LIDA

Campaign overview

While much loved, IKEA is a place many people only visit occasionally. The brand needed to make new IKEA FAMILY members feel super-welcome and immerse them in the brand from the off because, if they feel special, they are more likely to keep their IKEA FAMILY cards in their wallets and purses and visit a store more often.

A highly personalised film and interactive behind-the-scenes tour around IKEA's Älmhult headquarters provided an exclusive experience that made new members feel welcome and drove increased engagement and store visits.

Strategy

IKEA FAMILY isn't a points...

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