creating a family - brick meets click...creating a family . delivering engagement and relevance for...
TRANSCRIPT
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Creating a FAMILY Delivering engagement and relevance for the IKEA customer Driving sales and business intelligence for IKEA
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According to Adobe’s Digital Index Report, marketers must bring in five shoppers to
equal the revenue of one repeat purchaser.
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CONVERGENCE
CONTENT
CONTRADICTION
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What We Do Not Want to Be
The IKEA FAMILY Program
Using the 3C’s to define:
What We Want to Be
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Our Program
What we are…and what we are not
Why a loyalty program for IKEA?
How we brought FAMILY to life
What we are learning
Where we are going
If I only knew then what I know now
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A bit about IKEA
The IKEA vision is to create a better everyday life for the many people.
Our business idea is to offer a wide range of well-designed, functional home furnishings at prices so low
that as many people as possible can afford them.
I K E A
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Why we did what we did
We want our customer to know that we understand them and the way they live
their life at home.
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IKEA is different and so is FAMILY
We are a loyalty program that is in complete lockstep with our brand.
Everything we do should demonstrate our
commitment to creating a better everyday life for the many.
If we cannot ladder a FAMILY component or benefit up to our vision and our brand, it is not part of the
program.
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IKEA is different and so is FAMILY
• Monthly discounts on regular range products • Buy one get one free frozen yogurt to new members • Free coffee or hot tea 7 days a week • 30 extra minutes in Småland • Personalized web portal • Monthly discounts on restaurant meal and Foodmarket
items • Chance to win $100 IKEA gift card with every scan • Local market partnerships • Locally selected product offers • Extended price protection • Free mattress removal during promotional periods • “Donation per scan” programs • Exclusive events
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IKEA is different and so is FAMILY
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What we hoped to achieve
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How we did it
We had to . We evaluated. We took the concept. But our market is different. So we rebuilt the mechanics. Met in the middle. Created the pro-forma. Refined. Recalculated. Re-evaluated. Rinsed and repeated. Prepared our stores. Prepared our database. Prepared our customers.
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CONVERGENCE
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Convergence at work
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CONTENT
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Our store is our richest content
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Our store is our richest content
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Digital content
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Content Management
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CONTRADICTION
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For the many and for the 1
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Bringing the 3 C’s together www.ikea-usa.com/FAMILY
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What we are learning
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Determining the omni-channel reward
• Mobile
• Social
• Site
Data Aggregation
• Determining the relationship between channel(s) and conversion
• Establishing channel weighting
Exploration and Analysis • Applying an overall
engagement score
Engagement Scoring
• Developing triggers based on common paths to conversion
Intent Triggers
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0% 1% 2% 3% 4% 5% 6% 7% 8%
0% 10% 20% 30% 40% 50% 60% 70%
NotEngaged
Engaged
Shopping Rate
% of FAMILY
FAMILY Member Engagement
% of FAMILY Shopping Rate
Engagement = Shopping
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• Depth, breadth and recency of channel interaction is determined
0%
2%
4%
6%
8%
10%
12%
14%
0%
10%
20%
30%
40%
50%
60%
70%
Mobile Social Catalog Portal Clickstream Email
Sho
pp
ing
Rat
e
% o
f FA
MIL
Y
Engagement by Channel
% of FAMILY Shopping Rate
Certain channels = Certain shopping rates
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• The combination of the channel ‘weights’ yield an overall engagement score
0%
2%
4%
6%
8%
10%
12%
14%
0%
10%
20%
30%
40%
50%
60%
70%
Very High High Moderate Low Not Engaged
Sho
pp
ing
Rat
e
% o
f FA
MIL
Y
Engagement Score
% of FAMILY Shopping Rate
More channels = More shopping
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Where we are going
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Moving forward
Most things still remain to be done. A glorious future!
Ingvar Kamprad, A Testament of a Furniture Dealer 1976
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DO: Get out in front of yourself. DO: Split your brain. DO: Be patient. DON’T: Introduce too much change.
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Tak!