Iris > 实例探究 > 通过数据驱动的营销提高客户忠诚度和销量：宜家案例研究

通过数据驱动的营销提高客户忠诚度和销量：宜家案例研究

适用行业

电信

适用功能

销售与市场营销

关于客户

宜家是本案例研究中的客户，寻求增强其在美国市场的忠诚度计划“宜家家庭”。

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挑战

宜家希望以相关的方式针对美国市场定制其全球忠诚度计划“IKEA Family”，以捕获客户数据并通过数据驱动的营销激活销售。

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解决方案

从 20 多个来源捕获数据，包括交易和客户信息，以及细分、建模和专有个性化引擎等分析。开发了定制技术解决方案来支持宜家家居，包括店内信息亭、数字钱包和会员网站。此外，每年还发起 100 多个有针对性的活动。

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运营影响

The implementation of the data capture strategy and the use of analytics for segmentation, modeling, and personalization resulted in significant operational benefits for IKEA. The company was able to gain a deeper understanding of its customers, which in turn allowed it to tailor its loyalty program and marketing efforts to better meet customer needs and preferences. The use of custom tech solutions, such as the in-store kiosk and digital wallet, enhanced the customer experience and made participation in the loyalty program more convenient and appealing. The ability to run targeted campaigns based on the insights gained from the data also improved the effectiveness of IKEA's marketing efforts, leading to increased customer engagement and sales.

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数量效益

Lifetime value of IKEA Family shopper is 4 times that of non-members
Communications outstrip industry benchmarks by 1/3
Personalized communications provide a sales lift of 7% compared to other communications

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