Chapter 18 Sales Promotion and Personal Selling

IKEA's loyal marketing program "IKEA FAMILY"
IKEA is doing loyalty marketing programs in order to make their customers to buy several times. They are issuing free IKEA FAMILY card. Altough we have to give them our information used for IKEA's marketing starategy, we can get many benefits for free by joining IKEA FAMILY. If we join IKEA FAMILY, we can get discount on some products and in their in-store restaurant. In addition, they offer the members a chance to win $100 IKEA gift card every time we visit IKEA store for free. Movere, IKEA is offereing premiums for the members. Every time we visit, we can have a free cup of coffee or tea so we can drink while walking around the store. Also, as an incentive to join, they offer a free frozen yogurt for the first time to vist as an IKEA FAMILY member.

Discount
IKEA is also doing special discount offers in order to encourage customers to buy more or to make  opportunity to buy something a litlle too expensive to buy at regular price. Right now, they are offering 15% discount on $4,500 or more kitchen and 10% discount on $3,500 or more kitchen.



 In-store Promotion   Point-of-Purchase Promotion
In addition, they are doing not only online promotion but Point-of Purchase Promotion inside their store. If we are walking around the store, we can see some posters and it offers discounts. For example, a chest in a picture below is discounted by $50. Since those discout is promoted inside the store, it can induce impulse of customer to buy.

 

IKEA is doing those mixed promotional strategies in order to offer incentives for customers. They are very good at making incentives by sales promotion.