IKEA UK wanted to encourage their customers to visit their stores more frequently and spend more each visit.
We created a ‘pointless loyalty’ scheme, a loyalty programme with a difference. Instead of a points-based model, we rewarded IKEA customers with offers and other benefits in recognition of their store visits. The proposition was simply ‘the more you visit, the more you get.”
A mix of Point of Sale, in-store kiosks, DM and email sold the benefits of IKEA FAMILY. Members were sent highly customised vouchers, exclusive offers and invited to events in-store, all based on continually updated transactional data.
Mailings delivered 163% return on investment and IKEA stores saw 66,000 more visits in the first year alone. IKEA FAMILY members are 35% more profitable than non-members and IKEA FAMILY itself is the lowest-cost loyalty programme in the UK. Quant has helped to establish it in over 15 international markets. No wonder the programme won DMA gold at the DMA awards.