Request from IKEA
“How can we create early interest during the customer journey of movers?”
Everyone will easily admit it: moving is no fun. However, IKEA can help people. Not only with the final accessories for in the home, but also with complete kitchens or bathrooms. In order to bring movers into contact with IKEA before their move, we created a cross-media IKEA Movers campaign. Dutch movers received an interesting direct mail (DM), including a scratch code and a link to a landing page.
No less than 1 in 3 recipients actually visited the landing page. Here people were presented with four questions that corresponded with the questions in the DM. For example, questions about thier move date, their plans for home improvements and the corresponding budget. And another nice touch for movers: people were presented with an incentive (reward) that they could subsequently pick up at 14 IKEA stores across the Netherlands.
The campaign resulted in a significant increase in the number of IKEA Family members, IKEA’s very own loyalty programme. With the help of customers’ feedback on the landing page, IKEA can directly – and in the future – more relevantly communicate with its customers. At the same time, an uplift in sales was noted for this particular target group. This campaign proves it again: attention makes everything better.
1 September 2016