IKEA: Loyalty from the inside

IKEA, a retailer, developed interactive, personalised monthly store reports in the UK to increase sign-ups to IKEA Family and share of sales by engaging 10,000 co-workers across 22 stores.

Our challenge

A loyalty programme lacking loyalty

A Family in need of new ideas

Like most large retailers, IKEA has a well-established loyalty programme - IKEA Family.

While IKEA Family is fundamental to the business, engagement was in decline and failed to bounce back even after shops reopened. Family transactions are worth 24% more than non-Family and generate a third of IKEA's annual sales. So, its continued performance decline would lead to significant financial loss - the equivalent of closing down one of their 22 stores.

We needed to act quickly to reverse this trend.

Our tried and tested tactics...

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