Case Study:Lavender launches Ikea loyalty drive
Communications agency Lavender has launched a campaign for the Ikea customer rewards program – Ikea Family. Customers sign up using kiosks located in store. The campaign also involves print and online.
The Case Study:
This week Lavender celebrates bringing IKEA FAMILY into the world. The Sydney-based communications agency built the in-store kiosk system and website for IKEA Australia’s loyalty programme, as well as launching it with a fully integrated campaign. The communications consistently position the programme as “family without the bad bits”.
“We wanted to design a loyalty programme that brings to life the IKEA brand personality.” said IKEA Marketing Relationship Manager Mark Tsen. “Lavender has delivered a fun and personable brand identity that we feel is bang-on for our customers. They’ve then coupled it with the brains of an impressive crm strategy and delivered it through a very solid digital offering.”
The communications use in-store point of sale, press, outdoor and online advertising to drive the key launch message, and core digital components to enhance the customer experience. These include touch-screen in-store kiosks for easy sign up, a full service customisable website (IKEA FAMILY members can even decorate their homepage with their choice of IKEA print wallpaper), and an ongoing, personalised eCRM programme to communicate relevant offers.
“This has been an amazing project to work on, not only has it given us the opportunity to deliver an integrated CRM strategy but additionally a digital platform that strengthens the overarching brand-customer relationship. This has been achieved by creating synergy across multiple touch points where the customer can engage with the brand.” said Clint Bauer, partner and head of digital at Lavender.
Membership perks include free bottomless coffee every visit, discounts on meals at the IKEA restaurant, exclusive savings on lots of products, an extended 12 month returns policy, and a weekly $250 IKEA gift card draw. Customers can join IKEA FAMILY for free at IKEA.
Source: Lavender press release
this is a case study?
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Hi Ben,
It was slightly shorter than “Here’s something that an agency has done that doesn’t quite deserve to be a news story but some people might find interesting nonetheless so we’re putting it into our FYI section” into a headline.
Cheers,
Tim – Mumbrella
i guess so. generally ‘case studies’ have quantified results and outcomes and actions though.
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Of course, this is just a localization of the FAMILY program that has been running in the UK for several years. Same branding etc.
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Hmmm, bottomless coffee, I’d prefer something with a tranquilizing effect if I am going to be persuaded to go to IKEA more often!
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