Ikea to present loyalty program at annual conference

BURLINGTON, Mass. — Ikea and 89 Degrees, a marketing solutions provider, will give a presentation on the company’s loyalty program at this years’ Customer Relationship Management Conference Tuesday, June 18, at the Hilton, Chicago.

89 Degrees helped the company leverage Big Data to drive its omnichannel marketing,

Ikea U.S. loyalty program manager Diane Zoll and 89 Degrees VP of strategic marketing services Laura Saati will present “The Ikea Family: How the Ikea loyalty program, Family, drives sales, creates engagement and delivers relevance for their customers” at the annual event aimed at retail marketers.

Live for less than two years across its 38 U.S. locations, Family now has nearly 4 million members. Powering the program is 89 Degrees’ Loyalty 2.0 approach, focused on reaching customers on their own terms, at every possible point of contact. 89 Degrees’ engagement scoring methodology helps companies see who their omnichannel customers are and how they buy.

“Not only are there now millions of members, but they are highly engaged in the program through this omnichannel approach,” said Zoll. “89 Degrees plays a key role in the success of Ikea Family, which is re-defining how we think about Loyalty at Ikea, and taking it to a whole new level.”

With this Loyalty 2.0 approach, Ikea has delivered its customers a program that recognizes all the ways they buy — from a catalogue to a click to a store visit — and gives them benefits they value. In this CRMC session, the presenters will give an overview of Family, why Ikea found it appealing, how Ikea keeps the program fresh and distinctive and how Ikea is using rich omnichannel data to drive sales and deliver relevance to their customers.

“We’ve been amazed at the response to Ikea Family and gratified that the Loyalty 2.0 experience we’ve designed has been able to dramatically increase engagement as we use Big Data to better understand and enrich their customer experience. It is a story we are proud to share,” added Saati.

The CRMC brings retailers together to openly share their marketing and CRM strategies, ideas and challenges in a casual environment. Attendees represent more than 150 retail chains

Along with Ikea, 89 Degrees’ clients include Hhgregg, Hyundai, Kia, Tractor Supply, Hotelera Posadas, Genzyme, Geox and Uno Chicago Grill.