Increase customer involvement? IKEA does it this way

As an advertiser, you are constantly looking for ways to reach your customers effectively. This also applies to IKEA, one of the largest retailers in our country. That is why we investigated the possibilities of CRM onboarding together. Partly due to the advent of privacy and technological changes, this will become an important alternative within targeted campaigns. The result? A CTR that is twice as high as the average benchmarks. You can read all about it below.

DPG Media's data lab as an answer

The briefing from IKEA and agency Mindshare was clear: increase engagement with customers who are also part of the emailing list. The reason? Within that target group, there is a lot of untapped potential to provide additional support for e-mail efforts. More specifically, they wanted:

• Reach their CRM target group with a display campaign.

• Encourage customers who don't open emails to do so.

• Reinforce the strong promotional message that was visible to IKEA Family users to stimulate additional involvement.

To answer this challenge, we used DPG Media's Datalab, the self-service data platform that allows advertisers to build personalized segments through first-party data. 2 reasons were decisive:

• IKEA was looking for a reliable local platform that was easier and faster to use compared to the big global players.

• DPG Media's Datalab has an integrated lookalike function. This allows you to create additional segments based on the uploaded CRM data.

The results clearly demonstrate the effectiveness of CRM onboarding:

• Openers and lookalikes: a CTR that is 2x higher compared to the benchmarks of previous IKEA display campaigns.

• Lookalikes: CPC up to 56% lower, for openers this was 22%.

• Non-openers: lived up to their reputation as a hard-to-reach target group. The CTR was only 30% higher compared to the benchmarks, while the CPC was above average.

The power of first-party data

This approach proves that activating first-party data is a valuable strategy for reaching current customers. Minh-Thi Do, Data Analyst at IKEA adds:

"We were looking for an innovative solution with a focus on local relevance to drive the use of our first-party data - in addition to our traditional channels. In addition, we wanted to increase the involvement of our target group, where user privacy comes first."

The openers and lookalikes segments show exceptionally good results, but the non-openers also exceed the average benchmarks.