Firstly, we modelled in-store foot traffic and on-site behaviours and correlated these to define which website actions affected in-store visitation. This model allowed us to forecast sales within a 95% accuracy and created a KPI for optimisation.

To understand how we could better buy, target and understand our audiences, we executed a 3 way partnership to define the impact a display campaign had on in-store sales.

We built a database of people in market for kitchens, created ‘kitchen priority’ consumers (and lookalike segments) Advertising was targeted, then matched back to the IKEA FAMILY loyalty database to understand in-store transaction uplift.

From creating our own bespoke ‘website conversion’:

•Business performance increase YOY: 91%

•Cost Per Business Performance decreased YOY: 51%

•Every measurable metric is up at least 90% YOY and continuing to grow delivering the best business performance on record in Australia.

From our specific kitchens data matching test, we could look at average basket size, total spends and ROI for the first time.

•11% of FAMILY members exposed purchased

•26% of these were in the kitchens category

•Average basket size for exposed was 45% higher than non-exposed

•Campaign ROI of 4.64 to 1