Ikea eyes insight and loyalty boost with global tech deal

Flatpack giant Ikea has signed a global deal that it claims will allow it to build a clearer picture of customer behaviour and ultimately unlock insights and enhance cross-channel loyalty.

The retailer sees the new partnership with Netherlands-based financial technology platform Adyen as a way of connecting the dots between in-store and digital sales channels and offering customers better payment and loyalty experiences, that will feed in to the Ikea Family programme.

First launched in 1984, Ikea Family is open to all customers, and is free to join. At the last count in had more than 110 million members, who get discounts on selected home furnishing products, food products and services.

Using Adyen’s single financial technology platform to gather customer payment data from both physical and digital channels will enable Ikea to uncover holistic customer insights within the framework.

By gathering payment data from all sales channels on one platform, the retailer will be able to identify shopping behaviours across channels, with the aim of creating business opportunities to build lifetime customer value across all categories of customer relationships.

Adyen’s platform provides a closed-loop payment system offering worldwide processing, acquiring, local payment methods and like-for-like settlement capabilities enabling simplified financial reporting and management of customer data.

It is claimed Adyen’s consolidation of the tech stack behind commercial operations also helps to minimise the risk of operational disturbances and the ability to troubleshoot.

Adyen chief commercial officer Roelant Prins said: “Ikea is dedicating resources to enhance both its online and in-store shopping experiences, expanding with new smaller store concepts globally.

“On the other hand, we are pushing forward, expanding our online and in-store payment technologies into new markets worldwide while developing advanced data insights solutions.”

Ayden’s client also include Facebook, Microsoft, Uber, H&M and eBay. It has 4,000 employees working out of 27 offices worldwide. In 2023, the company processed payments totalling over €970bn.