Higher clicks vs. control
increase in spend per customer
IKEA Russia was sending product offers to their entire database. The challenge was to develop a new CRM & engagement communication strategy focused on better product targeting to deliver increased sales.
Our data insight experts developed a bespoke communications strategy based on our client’s specific objectives and KPIs, as well as focus areas, products, ranges and offers.
We used our Recommendation Engine to present customers with a range of products that were matched and tailored to them on an individual, one-to-one basis, using rich data from their previous purchase behaviour.
Our client was also able to select different product recommendations by a range of categories like home furnishing areas as well as by specific customer segments, giving them a flexible and adaptable solution. Recommendations were applied to standalone communications and post-purchase triggers.
We also worked closely with the client to design the email creative to ensure the best-matching products were featured, based on our insights from customer segments that have similar buying and purchasing behaviour. For example, products were recommended that are often bought at the same time (e.g. cushions and throws) by other customers.
Ikano Insight's best-in-class data insight paved the way for us to deeply understand our customers' behaviour so we could create effective and impactful on-brand communications
Yulia Avtonomova, Loyalty Leader - Customer Engagement & Loyalty