We reached our clients where it was most relevant to them: during the assembling process. At the end of every assembly instruction, there was another instruction, the Disassembly-Instruction.

Besides an explanation of the new service, the instruction explained the disassembling step by step.

So if it turned out during the assembling process, that a piece of furniture doesn´t fit or is broken, it could easily be disassembled and returned to Mömax.

Without spending one cent of our already small budget on media, we communicated the new service.

We reached about 100% of our target group - concerning that there a few incredible talented men, who never ever take a look at an assembling instruction.

But far more importantly, the position of Mömax as leader in customer loyalty has been developed further. We managed to raise the loyalty rate from 69% in 2011, to 75% in 2012 – leaving our main competitor IKEA 5% behind us.