IKEA builds on omnichannel success to drive 339% increase in conversions

Business objective

Using first-party data to deliver relevant messaging 

IKEA is one of the best-known global furniture brands, famous for its functional and affordable ready-to-assemble home goods and immersive shopping experience. But with only 10 “big blue box” stores across Australia and a lack of awareness of its online shop, it needed help reaching more Australians. 

To overcome this, IKEA worked with its agency, Mindshare, to create an omnichannel strategy powered by first-party data to drive online conversions and membership for its new loyalty-based rewards program. 

Solutions

Driving conversions with a targeted omnichannel strategy 

The team used our demand-side platform to run its omnichannel campaigns programmatically, drawing on our marketplace of premium advertising inventory across audio, display, and broadcast video on demand.

Specifically, the audio strategy involved leveraging contextually relevant podcast and music streaming inventory to reach the right people, within opportune geographies. The company also tapped into GroupM Nexus’ digital out-of-home (DOOH) solution to help increase awareness, using path-to-conversion reporting to track its success. 

To reach the right people and build its first-party data for future campaigns, IKEA used universal pixel tracking to generate first-party data. The company then leveraged our AI Koa™ to find its highest-value lookalike audiences based on its first-party data and to dynamically optimise the campaign by retargeting users most likely to convert. 

Path-to-conversion analysis revealed IKEA’s campaign to be a resounding success, demonstrating how including awareness-focussed channels, like DOOH and audio, in an omnichannel campaign can influence conversions. The overall campaign achieved more than 38,000 purchases with an average of 34 days from the initial touch to conversion. Moreover, when two or more channels were used, the average time to conversion decreased by 10% compared to single-channel exposure. 

IKEA also used search and social impact reporting to measure the impact of its programmatic activity on conversions from search and social platforms, with exceptional results. The company saw a 339% increase in conversions when audiences were exposed to an ad via audio and social, compared to when they were exposed to an ad via social alone. 

IKEA’s strategy shows how using a programmatic omnichannel strategy powered by first-party data can deliver measurable outcomes that help drive business growth. 

Looking to activate an omnichannel campaign with The Trade Desk to help drive conversions? Contact us below or reach out to your account manager to start a conversation today.