This case study entails two proactive solutions, working in tandem with each other, which we took to IKEA to answer the ongoing challenge IKEA faces. Due to their different data points sitting in silos we have historically lacked insight into the true impact of online marketing activities to offline in-store sales, which is their ultimate measure of success.
The first project was modelling both the in-store foot traffic and on-site behaviours to understand the correlation between the two and define which core website actions affected in-store visitation so we could create a kpi to optimise our digital advertising activity towards.
Following this, we then set out to understand how we could we better buy, target and understand our audiences through a 3 way partnership with Yahoo!7 and Acxiom. We used and modelled IKEA customer loyalty data and their in-store purchase habits to define the impact that a display campaign had on in-store sales uplift.
Results have been phenomenal with every measurable metric up by at least 90% YOY and continuing to grow.