AGENCY: IDN Finland
CLIENT NAME: IKEA
At present, there are about 900,000 IKEA FAMILY members in Finland. In relation to the population of Finland (approx. 6 million) the number of members is remarkable and IKEA FAMILY is one of Finland´s largest membership programs. The IKEA FAMILY members receive targeted communication based on their customer behavior. In the spring of 2015, we started a pilot re-marketing process (with the kitchen as a theme) based on a very detailed follow-up of their behavior pattern and targeted messages via various channels.
We monitored the behavior patterns of the members with the help of ID identifications. According to the behavior, we gathered different pools:
• Those who clicked the kitchen campaign letter (149,853 people)
• Those who answered the monthly poll (I am going to remodel my kitchen, 1,340 people)
• The prognosis model based on buying history (I am going to buy a kitchen, 83,000 people)
• Those who visited the Ikea.fi kitchen site (48,000 people)
• Those registering for the kitchen seminar (127 people)
• Those who indicated that they are interested in kitchens in their own member profile (99,000 people)
This way, we succeeded in generating 381,320 members indicating by their behavior that they are interested in buying a kitchen.
After this, we sent a kitchen campaign letter to this base and based on the clicks we re-targeted strongly in external media banners with two separate major messages.
In phase 3, we sent a second campaign letter with two separate major messages. Finally, within approx. one month, we divided this group into those buying/not buying.
PHASE 4. THOSE BUYING
To those who bought, we sent a buying trigger (thank you/poll), after 3 months from the purchase they will receive a service trigger (this is how you take care of your kitchen) and one month from this an additional sales letter.
PHASE 5. THOSE NOT BUYING
To those not buying, we sent a reminder letter where we asked why they did not buy a kitchen and if this purchase is still topical. The poll included five various landing pages, according to the answer. After this, an external banner campaign will start, with a message based on the answer.
Effectiveness of the campaign was measured by various indicators:
Opened the letter
Of those opening, clicked
Clicked the banners
The results were greatest ever, still there was wide difference between the pools.
On the average results were:
Opened the letter, over 50 %
Of those opened, clicked, 30 %
Clicked the banners, open rate 71 %, clicked 11 %
Please see detailed results from the campaign presentation pdf file.
Emails, landing pages, website, banners, Facebook