IKEA Family

Initial Setup - Utilizing Deep Data to Optimize Loyalty Program Engagement

The reduction in the number of available promotional offers posed an additional challenge, increasing the importance of precise targeting to maintain the interest of Club Members. To better tailor communications to the needs and expectations of members, we leveraged customer insights and the extensive database of the IKEA Family program. With access to advanced systems, infrastructure, and vast data integration, we possess deep knowledge of over 4 million IKEA Family program members.

Implementation of the Universal Scoring Model - Automating Target Group Creation with Data-Driven Models

We developed a proprietary system that automatically trains dedicated scoring models for specifically defined marketing campaigns. These model predictions are calculated for all customers in the IKEA Family database who have consented to at least one communication channel. This enabled the dynamic creation of target groups for individual campaigns based on data and machine learning. Consumers with sufficiently high scores, as estimated by the model, were selected for campaigns. A consumer's score could change daily depending on their interactions across various touchpoints with IKEA.

On-Base and Off-Base Communications - Integrating Scoring Models with Data Management Platforms

Data from the loyalty program is transforming the process of planning and executing communication campaigns by effectively reaching new audiences. Using hundreds of variables related to club members—such as their behavior on the website, interactions with mailings, transaction history, or demographics—we build scoring models and integrate them with Data Management Platforms (DMPs). In DMPs, we identify new audiences ("look-a-likes"), i.e., potential customers who resemble our club members in specific characteristics. This enables us to scale the reach of campaigns. By searching for "look-a-like" cookies, we can also target non-members who show online behavior similar to that of identified club members interested in a particular campaign.