IKEA FAMILY powers up with 89 Degrees CRM drives US loyalty program growth

Home / News / IKEA FAMILY powers up with 89 Degrees CRM drives US loyalty program growth

89 Degrees is using innovative customer relationship management to help make the IKEA FAMILY global loyalty program a success in the United States.

89 Degrees, a next-generation marketing solutions provider that uses advanced analytics to drive better results for data-intensive marketers, is using innovative customer relationship management to help make IKEA’s global loyalty program a success in the United States. The IKEA FAMILY program has already attracted over 1.6 million members just a few months after fully launching.

IKEA FAMILY offers numerous special offers and benefits to customers, as well as program-branded merchandise and promotional events.

89 Degrees provides end to end management of the program for IKEA.

“Not only are there now millions of members, but members are highly engaged and spend more when they visit IKEA,” said Diane Zoll, manager of IKEA FAMILY US. “89 Degrees plays a key role in the success of IKEA FAMILY, which is re-defining how we think about CRM at IKEA, and taking it to a whole new level.”

Key to the program’s success has been IKEA-style innovation, combined with a simple, relevant and eco-friendly all-digital experience. In the store, the membership journey begins at the dedicated FAMILY Shop, which features unique FAMILY-branded merchandise that members can use every day, from backpacks to bathrobes, all with high IKEA quality and members-only prices.

FAMILY Shop visitors also find one-of-a-kind kiosks that enable new members to enroll and receive a distinctive membership card on the spot. The kiosks also encourage existing members to scan their cards for a chance to win a monthly $100 FAMILY Sweepstakes, as well as view exclusive current IKEA FAMILY discounts and offers.

During grand openings and other high volume periods, IKEA co-workers use a specially developed tablet PC application to handle the swell of membership interests. The tablet PC application is now being used at each store on a regular basis and continues to grow in popularity.

Ongoing communications are strictly digital, including a members-only website, ongoing e-mails and mobile alerts. Response rates are extremely high, more than doubling traditional retail digital communications.

“We’ve been amazed at the response to IKEA FAMILY,” said Laura Saati, vice president at 89 Degrees, “and gratified that the digital experience we’ve designed is able to support operations while dramatically increasing customer engagement.”