How personalised weather forecasts inspired garden makeovers
We look after the IKEA FAMILY loyalty scheme, as well as the database and all direct communications. In the last four years, we’ve radically changed IKEA’s approach to CRM and made it a powerful source of business revenue.IKEA FAMILY is the home of IKEA super fans. So we make sure they get more of what they love – more offers, competitions, news and promotions. All delivered in true IKEA style.Here, we wanted to encourage members to make more of their gardens, and used five different types of data to do so: demographic, purchasing, browsing, weather and location.
According to recent research, Brits rarely spend time in their gardens. So we inspired IKEA FAMILY members to turn them into a space to dine, wine, or unwind alfresco, with IKEA outdoor furnishings. The British weather is pretty unpredictable. And it influences the time we spend in our gardens. For the first time ever, we gave customers a personalised weather forecast for their actual garden.