IKEA Mobile loyalty program at the Seattle store run by bCODE

One company I have been waiting to see a mobile campaign from is IKEA. IKEA have several opportunities to get a clear return on investment on marketing through mobile. Imagine mobile coupons, QR Codes with information about products, mobile web page with their catalogue and loyalty programs integrating the mobile web with IKEA Family, the possibilities are endless. So, when I stumbled on this article on IKEAs loyalty program I was pleased to see how they finally have entered the game and included mobile in their marketing mix.

IKEA initiated a text-to-enter loyalty program in June producing 23,000 consumer sign-ins. With the power of bCode the campaign has yielded 15,000 coupon redemptions to date. According to Michael Mak, Founder of bCode, the IKEA mobile campaign gave an average response rate of 5-10%. Keep in mind that the key demographic is females 18-49 and the secondary demographics of families.

The bCode activities ran in Q4 2008 for IKEA Seattle generated six figures in (dollar) sales according to Mobile Marketer, with an average monthly growth rate of 10%. On the video below you will find a small clip of a manager at IKEA Seattle detailing the camping and its response.