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IKEA constructs loyalty program with mobile in the forefront

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Mobile is playing an increasingly important role for IKEA as it continues to build momentum for its loyalty program in the United States.

The IKEA Family program has been available in other countries for several years, but was not launched in the U.S. until last year. Mobile is a key part of the strategy, with employees using in-store tablets to sign-up new customers and IKEA sending out SMS alerts to keep consumers updated on new products.

“Any retailer that is not thinking about mobile is missing something,” said Tim Reilly, senior account manager at 89 Degrees, Burlington, MA. “We are looking at traffic to our various sites, and people coming from mobile devices is becoming a larger and larger percentage.

“It is important to get information to people when and where they want to use it,” he said.

89 Degrees is a marketing services company working with IKEA on its loyalty program.

Rewarding customers
While IKEA overarching strategy is focused on offering customers everyday low prices, the loyalty program is one of the ways the home furnishings retailer provides special offers.

The goal of the loyalty program is to reward IKEA’s best customers with discounts and special offers throughout the store.

The IKEA Family program rolled out to all U.S. stores last year.

By mid-May, the program had already signed up more than 1.6 million members...

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