OgilvyOne has landed a major project from Ikea to look at how the flat-pack specialist can promote different ways to shop at its stores, with the potential to ramp up its online operation.
The agency is now carrying out an extensive review of the Ikea customer journey to map and understand its customer experience. It will work with Ikea Systems B.V, the franchisor and Ikea concept owner.
OgilvyOne will then develop and implement a marketing strategy to help raise awareness of the ways people can shop at the retailer and the services available.
Ikea has so far resisted calls to set up a comprehensive online operation, only offering a limited range over the Internet. The majority of its furniture range and all other products are only available in-store. It is believed that the firm makes far more money from customers when they visit an outlet; few people leave a store with just tea-lights.
The appointment does not affect the brand’s five-year relationship with Lida, which was appointed in July 2010 to run the Ikea Family loyalty scheme, and also works on other direct and digital activity. However, no doubt OgilvyOne will be itching to get a slice of this business, too.
The loyalty account was previously handled by Presky Maves.
OgilvyOne UK chief executive Sam Williams-Thomas said: “As well as being the world’s largest furniture retailer and a much loved brand, the brief really allows us to demonstrate our strength and experience as the leading end-to end customer experience and communications agency.”
