IKEA deliver more targeted marketing to members

Overview: Experian helps IKEA deliver more personalised and targeted marketing to loyalty program members

Deliver more personalised and targeted marketing to IKEA loyalty members

IKEA Australia is world renowned for producing well-designed, functional, and high-quality home furnishings, along with their signature Swedish meatballs.

IKEA Family, their B2C loyalty program, is a key part of their customer experience strategy which aims to build loyalty and engagement by personalising communication with their millions of IKEA Family members in Australia. IKEA was on a mission to improve their client intelligence, to better understand and target their loyalty members through data enrichment.

Lifestyle image of IKEA furniture

Challenge overview

To properly match a member to the enriched dataset, IKEA needed verified mailing addresses, a critical component of the matching process.

However, manually entered addresses and an inferior data validation solution posed a risk of typing errors, incomplete data, or erroneously formatted addresses.

In turn, not only did this result in a lack of reachability of IKEA’s members, but the company encountered difficulties augmenting their data as they could not achieve a match rate higher than 83%.

Challenges
  • Create more personalised and meaningful long term relationships to positively impact customer life
  • Enrich their client intelligence to better understand and target their loyalty members
  • Eradicate inaccurate and incomplete member data
View IKEA Profile
Company Bio:

IKEA, home furnishings retailer, was the world’s largest seller of furniture in the early 21st century, operating more than 300 stores around the world.

They are a value-driven company with a passion for life at home. IKEA works hard to achieve quality at affordable prices for our customers through optimising their entire value chain, by building long-term supplier relationships, investing in highly automated production and producing large volumes.

Company information:
Industry: Retail
Established: 1943
Number of employees: 135,000
We work with Experian in many different ways. From what we saw, there wasn't any other supplier that can give us the same level of match rates.
Kirsten Hasler, Country Marketing Manager, IKEA Australia

Solution overview

Experian’s Address Validation was the perfect starting point to ensure correct data at the point of entry. With accurate addresses, IKEA could then enrich their existing member data with Delivery Point Identifier Data (DPID) and Experian’s Mosaic data.

An added value to Experian’s Address Validation is the ability to streamline the sign-up process. This solution significantly reduces keystrokes enabling the client to effortlessly enter their contact information and avoiding the risk of error, credited to predictive search and fuzzy matching.

As a result, the address saved is well-formatted, saving time and costs associated with database cleansing.

Utilising Experian's Address Validation and Mosiac helped increase spend per customer and achieve greater return on investment (ROI).
Learn how Experian Address Validation can help your business
Results
  • Data quality match rate improved by 12%. With an increase from 83% to 95%
  • More targeted communications sent, with an increased annual spend of 7% by Mosaic assigned members
  • Streamlined address data validation, reducing the risk of bad data entering the CRM
Solutions
Experian helps IKEA deliver more personalised and targeted marketing to loyalty program members

Delivering more personalised and targeted marketing to IKEA loyalty members

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