LIDA, the direct and digital marketing specialist, has re-launched the flagship IKEA FAMILY loyalty welcome programme in the UK and Ireland, following its appointment in September 2010. The new welcome programme uses segmentated communications for the first time, to increase customer loyalty and improve the overall customer journey.
LIDA was briefed to overhaul the welcome process, to show that IKEA understands its customers’ different home furnishing needs, and has a range of great products and services available to support their requirements. In response, LIDA has overhauled the application form, email programme and welcome DM.
Photo: An element of the re-launched flagship IKEA FAMILY welcome programme
The application form redesign was inspired by flat packs synonymous with IKEA. The creative unravels to reveal the programme’s benefits gradually, building on the excitement of assembling a flat pack product. In order to make the long-term experience more relevant to customers, customers are asked, ‘Which area is next on your home to-do list?’—they can choose from Dining, Kitchen, Bathroom and so on. Subsequent communications will be tailored according to their choices.
Members will also receive new emails—the first being three days after sign up and then seven days after that. The first welcomes them, offering 100 iconic IKEA GLIMMA tealights as a gift – with the creative featuring ‘welcome’ spelt out in tealights—along with a printable temporary card. The second email is one from a range developed to cater to each cardholder’s interests—offering inspirational room sets and snippets of insight for each area of the home.
Continuing the iconic flat pack theme, the new Welcome DM is centred around ‘more’ – more benefits, inspiration and access. The bespoke letter enclosing the permanent card is designed to be longer than the average A4 format and the concertina approach physically demonstrates ‘more’ benefits as it is unfolded. On the reverse, a series of top ten pointers shows how to maximise the IKEA shopping experience. Also included is a coupon to redeem your 100 free GLIMMA tealights in exchange for your email address (unless already supplied). The campaign goes live on November 30, 2011.
Photo: An element of the re-launched flagship IKEA FAMILY welcome programme
“We are ready to give our members a programme that is more personally relevant to their needs, more inspiring and of course has lots of nice surprises along the way as you’d expect from the brand. LIDA has created an intuitive IKEA FAMILY welcome programme which caters to each cardholder’s needs and feels instinctively IKEA,” said Markus Weichselbaumer, Relationship Marketing Manager for IKEA.
“The Welcome programme is packed full of IKEA-ness, from the fun ‘flat pack’ application form to the iconic tealights as a welcome gift. And at every point, we are building on the message that as an IKEA FAMILY member, you get that little bit more,” added Nicky Bullard, creative director at LIDA.