Inspiring everyday actions for a more sustainable world
IKEA aims to foster sustainable living well beyond their customer’s point of sale. Yet the experience offered to its rapidly-growing loyalty program, IKEA FAMILY, was still highly transactional, disconnected from the aspirational values they shared.
IKEA sought to evolve its 100 million member loyalty program with experiences designed to foster sustainable living and validate trust in IKEA’s brand values.
More than just shoppers, many IKEA FAMILY members are engaged individuals who want to change the world for the better.
The IKEA FAMILY customer loyalty program was initially designed to deliver traditional monetary rewards to its members. With member enrollment reaching 100 million in 2017, IKEA recognized the opportunity to evolve its relationship with this active customer community.
More than just shoppers, many IKEA FAMILY members are engaged customers who want to change the world for the better. IKEA worked with us to tap into these ideals by designing an evolved member-engagement experience, one that generates member-to-member connections, fosters the sharing of ideas for sustainable living and validates member trust in IKEA’s brand values.
By augmenting existing customer-insights research with in-depth interviews and wide-ranging surveys, we made a crucial discovery: people of every age, ethnicity and income level are IKEA customers, yet their attitudes toward sustainable living cluster less by these demographics, and more by the lifestyles they aspire to.
Based on this insight, we proposed transforming the IKEA FAMILY membership experience from a monetary reward system into a platform and resource for sustainable living, influencing the hundreds of small, everyday actions and decisions that add up to a more sustainable lifestyle.
Our strategy included three engagement pilots, each designed to address findings in real time, to ensure we continually connected to the aspirations of IKEA FAMILY members. By linking members in similar Aspirational Roles across each engagement experience, IKEA FAMILY could become much more than a loyalty program. It could be a resource for sustainable living, and a source of global community.