Industry Case Study: Ikea and Mobile Coupons

Background: Swedish furniture giant Ikea wanted to leverage the popularity of mobile with its customers and create a new marketing channel.

Objective: Engage loyal Ikea customers with mobile coupons redeemable at select stores.

Strategy: Ikea customers join Ikea Mobile by texting a keyword to receive mobile coupons redeemable and scanned at select stores. Consumers text IKEA1 to 30364 to join and soon receive a coupon to scan at IKEA’s mobile kiosk. The kiosks print coupons on site.

Results: Mobile coupons allows IKEA to create and build mobile subscriber lists for targeted marketing initiatives. Though IKEA’s email lists are extensive, email is not always a direct channel to reach consumers. Most mobile users can direct email to their mobile device, not everyone uses their main email address to receive promotions. Double opt-ins ensure customers want to receive real-time updates, news, promotions and in this case, IKEA coupons. Ikea rewards loyal customers with coupons, while building a mobile loyalty program subscriber list.