IKEA has received gold in the sales strategy category in the PNational Marketing Remios, Convened by the Spain Marketing Association. His proposal stands out in a section that, among other things, values the focus on digitalization, the optimization of the shopping experience or collaboration between marketing and sales.
In addition to Ikea’s gold, in this section silver has been delivered to Samsung and bronze a Leroy Merlin.
Carrefour, and again Ikea with his Live Shopping strategy, were among the candidates to take the awards. Previously, the long list included Emuca, Gilmar, Obramat and Santander Bank.
The jury, composed of this edition by 20 professionals, has been in charge of evaluating the work according to some redefined criteria For the occasion. The consistency of the general strategy (20%), the degree of innovation and creativity (20%), the use of data, models and technology (25%), business results (25%) and the difficulty of the case (10%) has been considered in each category.
This edition has seven company categories in which gold, silver and bronze has been granted.
Gold: IKEA- Omnicanal Client
Sales strategy gold has been granted to IKEA for its IKEA FAMILY Loyalization Program That, as the company points out, only in Spain it has 7.7 million users attached. Through it offers a series of exclusive advantages that guarantee a unique purchase experience.
However, the company understands Ikea Family as more than a sales program, and more as a growth engine and the vehicle for the Construction of long -term relationships With customers. In this regard, Ikea Family meant the company’s response to a digitalized customer and an increasingly competitive market and in which the digital environment allows to provide convenient and accessible purchase experiences.
As transferred from IKEA to the National Marketing Awards, the program has been key not only in the digitalization of the relationship with the consumer, but in the construction of a omnicanal sales ecosystem. According to company data, customers who interact in more than one channel a year spend x3 times more and buy the X2 of times than the rest, which makes them more value customers.
In this regard, the company’s strategic priority has been to promote omnichannel, with the objective of Maximize the value of customers and ensure short and long term growth. It does so through a program that not only offers advantages and offers in many products, or also gifts, but access to tutorials and decoration workshops for free, and other content.
In addition, at the end of last year the company launched its first points of points of Rewards of the IKEA Family Loyalization Card. With this initiative, the brand will grant points both for the purchase of products from its stores or restaurants and other interactions, such as assistance to events or the use of digital tools of the website, which can be exchanged for rewards.
Silver: Samsung – “The Art of Hack”
The silver delivered to Samsung corresponds to the campaign “The Art of Hack.” The company designed a sales strategy around the characteristics of its “The Frame” TV model, which incorporates more than 1,600 works of art from all over the world as wallpapers. Taking advantage of that peculiarity, he created a promotion that offered 10% VAT devices, which is the one corresponding to art, instead of the usual 21%.
The initiative has been recognized both nationally and internationally, at festivals and Cannes Lions or the National Creativity Awards.
Bronze: Leroy Merlin – Sales Strategy 2024
For its part, Leroy Merlin He has received the bronze for his commitment to the omnichannel In response to user consumption habits, who naturally combine physical and digital channels in their purchase decisions. The company ensures that it has a comprehensive sales strategy that connects its 137 physical stores, the web, application and telephone sale, with the ambition to offer a fluid, agile and intuitive experience.
Here you can expand our editorial coverage on the National Marketing Awards 2025:
- Estrella Galicia receives the National Marketing Grand Prize
- Rosa Tous is chosen as best business leader
- Kyndryl has the best marketing team
- Majorica wins gold in brand construction
- Estrella Galicia stands out for its comprehensive strategy and sponsorships
- An AI solution for corporate trips gains customer experience
- Sanitas stands out for innovation in its value proposition
- Calvo takes a gold for its advertising and communication
