IKEA has 5.5 million members in its loyalty club, but not all of them were opted in to receive their emails.
They needed to find a compelling reason for them to sign up, delivered in a hands-on, creative way.
When considering how they could build a stronger relationship with IKEA's loyalty members, LIDA spotted a valuable opportunity. They discovered the highest spending segments of members were more valuable to IKEA, by at least £35 a year, if they are opted in to receive both mail and email.
When they looked closer, they found that 1.3 million were currently only contactable by post. So, all they needed to do was convince these members to sign up for email.
The idea needed to demonstrate to IKEA members that regular emails from IKEA FAMILY were like no other, and worth signing up for.
The strategy was to gain access to their inboxes via their post boxes and give members further incentive to opt-into email communications by offering a £5 voucher.