Sydney-based communications agency Lavender has recently built the in-store kiosk system and website for Ikea Australia’s loyalty program, as well as launching it with a fully integrated campaign.
The communications strategy positions the program as “family without the bad bits”.
“We wanted to design a loyalty program that brings to life the IKEA brand personality,” said Ikea marketing relationship manager Mark Tsen.
“Lavender has delivered a fun and personable brand identity that we feel is bang-on for our customers. They’ve then coupled it with the brains of an impressive crm strategy and delivered it through a very solid digital offering.”
The communications use in-store point of sale, press, outdoor and online advertising to drive the key launch message, and core digital components to enhance the customer experience.
These include touch-screen in-store kiosks for easy sign up, a full service website (Ikea Family members can even decorate their homepage with their choice of Ikea print wallpaper), and an ongoing, personalised eCRM program to communicate relevant offers.
"Practically every skill that Lavender offers has been put into this project," says Lavender executive creative director Luke Chess.
"Strategy, integrated advertising creative, design and huge dollops of back and front-end digital. And the result is a unified positioning that travels from in-store kiosk to billboard, press ad to eDM, website to POS poster and beyond," Chess adds.