IKEA FAMILY is a goldmine for IKEA. In our case hoverer, the gold means humans, direct relations with our customers and access to the data they decide to share with us (it is very important for us that we value privacy of our customers and let them easily control privacy settings).
As more and more customers join our club, we also have many challenges along the way. For many years we have been focusing on physical stores. So establishing single view on customer in omni reality was a big change for us. Now we are moving from store penetration to Poland penetration.
At the same time, IKEA globally and locally is in the transformation phase, into becoming truly omnichannel seller. This made us to join forces within the global programme and decommission local solutions. It was a huge business operation but we see benefits of being in club of 40 countries co-creating solutions for one IKEA Family.
We also acknowledge that many great Clubs exist on the market and this makes us to work stronger on benefits & rewards and go into personalization even more. We believe that any customer interaction with IKEA can always be a reason to build our relationship – but also keep repeating: It's not the customers who are to be loyal to IKEA, it's IKEA that is to be loyal to its customers.
Jordi Esquinas
Country Commercial Manager
IKEA
We see this approach is beneficial for customers and for us. IKEA Family sales in share grows every year, in Poland we have 2nd result in IKEA world. Our Club is a great contributor to the business, we see its effectiveness sky rockets in all analysis we do. We monitor all basic CRM parameters, but also run econometric modelling and control group tests. What we are especially proud of is the fact that IKEA Family wins EFFIE Awards almost every year in past few years, for our personalization, data management and business solutions approach.
Our idea is not only about integrating all the data in one ecosystem, just to have one common business perspective. This is the story how right data enables different units to move entire organization forward. Therefore however ownership for the Club is within marketing responsibility, it is a jewel for whole company. In 2022 we plan many more benefits for our customers, also expanding IKEA club for Business customers.
IKEA’s founder, Ingvar Kamprad, would probably sum it up: “Most things remain undone. Glorious future!”.
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