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IKEA

Better data quality for IKEA FAMILY

Initial situation
How does the IKEA FAMILY Card actually get to the customer? This is where the optimisers from touchpoints come in, and IKEA has been working with them since 2003. More and more customers want to become part of the IKEA FAMILY, which grows by several thousand members every month.

How does IKEA process all the FAMILY Card applications and address changes efficiently? And how does the card get to the customer’s home as quickly as possible?

Optimization proposal
The optimisers from touchpoints support IKEA in the collection and comparison of customer data with reference data. You merge duplicates and add missing data.

Result
IKEA now has shorter customer data processing time, better data quality with only 0.02% duplicates and 30% lower costs. And the IKEA FAMILY Card is now with the IKEA FAMILY customer in less than a week.

More email addresses for IKEA Switzerland thanks to bounce reactivation

Baseline:

Ikea Family’s email address database counts 146,067 bounce addresses that are no longer used for emailings. Basically, there are two types of bounce addresses: Hard bounces (permanent undeliverability) occur when the email address used is incorrect. This may be due to a data entry error in the call centre, for example, or the e-mail address given may refer to an e-mail account that has since been closed. Soft bounces (temporary undeliverability) occur when the email address cannot be addressed temporarily, for example because a recipient’s inbox has “overflowed” or an autoresponse is activated because the recipient is on vacation.

Task:

In two steps, Touchpoints helps IKEA Switzerland to reduce bounce addresses and thus to increase the number of usable e-mail addresses.

  1. Step: Manual address corrections

Compared to the EU countries, Switzerland still has comparatively relaxed legislation in the area of e-mail marketing. For example, e-mail addresses that contain a typing error (e.g. bluwein.ch instead of bluewin.ch) may be corrected. Touchpoints checked and corrected the 146’067 bounce addresses for typical standard errors in the domain and subdomain.

  1. Step: Batch AddressCheck

With XQ:AddressCheck, an email application from XQ:Maileon, the bounce addresses were checked. Basically, two to ten percent of e-mail addresses deactivated after bounces can be reached again at a later date. Thanks to the valuable information about the availability and accessibility of an e-mail address, which XQ:AddressCheck provides, reactivatable e-mail addresses can be identified.

Results:

Of 146,067 bounce addresses, 10% (14,634 addresses) could be corrected manually and 20.3% (29,595 addresses) could be reactivated immediately. This means that Ikea Switzerland can use 30.3% (44,229 addresses) of the addresses marked as bounce again for future e-mailings. In order to ensure that as many e-mail addresses as possible can continue to be used and that the number of bounces remains at a minimum, Touchpoints will in future check the existing bounces twice a year for e-mail addresses that can be reactivated.