IKEA Employee Engagement Program
Project name:
IKEA Family co-worker program
Type of project:
Print and digital internal communication
Client:
IKEA is a home furnishing retailer that emphasizes its Swedishness and affordable design. Its store employee or “co-worker” base range from hourly part-time to salaried full-time workers that specialize in a wide variety of disciplines including interior design, hospitality, and logistics.
Challenge:
The closure of the UK stores due to COVID and the year-long absence of IKEA Cardiff’s loyalty specialist meant that awareness of the IKEA Family program was low among co-workers. A fact mirrored in low customer identification (swipe) rates.
Solution:
As employees interact with customers and the loyalty program in different ways, I created a print and digital campaign that celebrated and rewarded co-workers for achieving high-swipe rates, promoting offers, and creating new initiatives in store. The main benefit was a chance to win a monthly £25 IKEA gift card, as well as smaller prizes from the Swedish Food Market.
After a year, the IKEA Family member identification rate and share of sales increased 5.6% and 4.4%, respectively.