IKEA: Loyalty starts from the inside

IKEA, the furniture company, launched new internal creative to enable members of staff to sell membership to the brand’s loyalty club, delivering an additional c.£75m per year.

The IKEA Family Loyalty Programme is key to its success. In recent years engagement had dropped. Customers were swiping and signing up less, and the retailer needed to reverse the trend.

Strategy

IKEA co-workers are the face of IKEA Family, so engaging and educating them on the difference Family makes to their store was critical. To achieve this, the team created personalised, dynamic store reports using behavioural science techniques that gave them insider intelligence to drive 'Loyalty from the Inside'.

This meant putting data at the fingertips of 10,000-plus co-workers, from managers to cashiers, by developing personalised store reports that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands