IKEA Russia: Real-time emails with an ROI of £149.44

This case study describes an e-mail campaign by IKEA Russia, the furniture retailer, that targeted people in the early consideration stage to drive them in store.

IKEA Russia: Real-time emails with an ROI of £149.44

Agency: Quant Marketing

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...

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