IKEA: Don't win a candle, win a 'cosy glow'

This case study details how IKEA, a furniture and home furnishing company, increased brand engagement with its customers in the UK through its IKEA FAMILY loyalty programme.

IKEA: Don't win a candle, win a 'cosy glow'

Agency: LIDA

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...

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