Ikea bows mobile-based loyalty strategy

After opting in, consumers will receive brand messages and games on their handhelds, plus coupons they can print at in-store kiosks.

With the aim of building a database of consumers interested in receiving discounts, Burlington, ON-based Ikea Canada has launched a loyalty program aimed at mobile users.

The home furnishings retailer’s text-to-enter loyalty program features online calls to action inviting handheld users to text a short code to Ikea. Shortly afterward, they start receiving at least one alert per week informing them about upcoming deals and offering games and brand messages.

The program is being promoted via email, plus in-store signage, with creative from AOR Zig and media handled by Mindshare Canada.