Ikea is launching a direct mail campaign to members of its Ikea Family loyalty scheme, in an effort to get them to sign up for marketing emails.
The initiative, devised by Lida, uses handmade cross-stitched fabric in the style of an email, which reads: “We can’t promise to send you a handmade email every time, but if you give us your email address, we’ll send lots of lovely stuff to your inbox.”
As an incentive, recipients are urged to go online and download a £5 coupon which they can spend on their next trip to Ikea.
Ikea Family, first launched by Presky Maves in 2007, was one of the first to shun points, instead it gives customers instore offers and discounts on a range of purchases, as well as free hot drinks.
The scheme has over 52 million members and operates throughout Europe, the Far East and the US. However, it is not available in all countries in which the retailer has stores, and many markets do not offer the same level of sophistication as the UK.
Activity in UK and Ireland has been handled by Lida since 2010.
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