IKEA
TOPIC 360° VIEW
Touchpoints supports IKEA in the collection and matching of customer data with reference data. We merge duplicates and add missing data to increase data quality and avoid bounce addresses as far as possible. This is how we ensure that the information reaches the customer!
Starting point IKEA FAMILY Card
How does the IKEA FAMILY Card actually reach the customer? This is where the optimisers from touchpoints come in, with whom IKEA has been working since 2003. More and more customers want to become part of the IKEA FAMILY, which grows by several thousand members every month.
How does IKEA process all the FAMILY Card applications and address changes efficiently? And how does the card get to the customer's home as quickly as possible?
Optimise proposal
Touchpoints optimisers support IKEA in collecting and matching customer data with reference data. They merge duplicates and fill in missing data.
Result
IKEA now has a shorter processing time for customer data, better data quality with only 0.02% duplicates and 30% lower costs. And the IKEA FAMILY Card is now with the IKEA FAMILY customer in less than a week.
Result
140% more directions called
40% more website visitors
23% more phone calls
TOPIC MARKETING AUTOMATION
Initial situation
Ikea Family's email address database contains 146,067 bounce addresses that are no longer used for emailings. Basically, there are two types of bounce addresses: Hard bounces (permanent undeliverability) occur when the email address used is incorrect. This can, for example, be caused by a data entry error in the call centre or the e-mail address given refers to an e-mail account that has been closed in the meantime.
Soft bounces (temporary undeliverability) occur when the email address cannot be addressed temporarily, for example because a recipient's inbox has "overflowed" or an autoresponse is activated because the recipient is on holiday.
Task
Touchpoints helps IKEA Switzerland to achieve fewer bounce addresses and thus more usable e-mail addresses in two steps.
Step 1: Manual address corrections
Compared to the EU countries, Switzerland still has comparatively relaxed legislation in the area of e-mail marketing. For example, e-mail addresses with a typing error (e.g. bluwein.ch instead of bluewin.ch) may be corrected. Touchpoints checked the 146,067 bounce addresses for typical standard errors in the domain and subdomain and corrected them.
Step 2: Batch address check
The bounce addresses were checked using XQ:AddressCheck, an e-mail application from XQ:Maileon. Basically, two to ten percent of the e-mail addresses deactivated after bounces can be reached again at a later date. Thanks to the valuable information about the availability and accessibility of an e-mail address, which XQ:AddressCheck provides, reactivatable e-mail addresses can be identified.
Result
Of 146,067 bounce addresses, 10% (14,634 addresses) could be corrected manually and 20.3% (29,595 addresses) could be reactivated immediately. This means that Ikea Switzerland can use 30.3% (44,229 addresses) of the addresses marked as bounces for future e-mailings. In order to ensure that as many e-mail addresses as possible can continue to be used and that the number of bounces remains at a minimum, Touchpoints will in future check the existing bounces twice a year for e-mail addresses that can be reactivated.
YOUR CONTACT PERSON ON THE TOPIC OF 360° VIEW
Martin Lange
I only achieve the 360-degree view through the consistent integration of all channels and on these through the error-tolerant checking of customer data against my Customer Data Platform (CDP). Data hygiene plays a very important role here.