Ikea hires agency for store and web work

Ikea has appointed Agency.com to handle its eCRM programme, in-store plasma-screen strategy and creative.

As revealed by Revolution last month (June, p4), the furniture retailer
launched a competitive pitch for an agency to unify its in-store and
online strategies.

The push forms part of the firm's plan to be more accessible, targeting

customers in-store and via loyalty schemes.

The eCRM strategy will drive brand loyalty, promote offers and drive
customers into stores. Ikea also aims to boost its customer database by
signing new names to its loyalty scheme.

The eCRM activity will tie in with the plasma screens that are planned
for in-store rollout in the winter. Their aim is to enhance customers'
in-store experience and generate interest in current offers and
promotions.

Ikea also plans to soft-launch an e-commerce service this year before a
full launch in 2007.

Agency.com was hired for its strong strategic and creative approach, and
understanding of Ikea's sense of humour and tone of voice.

Claudia Struzzo, deputy marketing manager at Ikea UK, said: "We're very
pleased to start a co-operation with Agency.com. Undoubtedly, its
expertise in digital media will support our future digital marketing and
open a new, challenging chapter for our marketing communications."