IKEA Gift Card: Our Expert Opinion

Introduction

IKEA, founded in 1943, has established itself as a global leader in furniture, combining accessible design, sustainability, and innovation. In 2023, despite a 5.3% decline in revenue due to a strategic price reduction of €2.1 billion, the Swedish giant saw a significant increase in store visits and online traffic (+4.5% and +21%, respectively).

Investing in immersive experiences and new proximity sales formats, IKEA is also innovating with a secondhand sales platform, currently testing in Oslo and Madrid, demonstrating its ability to anticipate new consumer trends while strengthening its connections with customers.

IKEA is thriving, successfully navigating a challenging vertical. Now, let’s examine its gift card program, which ranks first in search volume for the furniture sector and is in the top 10 overall.

For this analysis, we will conduct a study across four European countries: Germany, France, the United Kingdom, and Italy. These countries were selected for their significant dynamics surrounding gift cards.

For those new to the podcast, we will break down our analysis into six key points: the visibility of the program on search engines and the brand’s website, the ordering process, payment, delivery, card usage, and distribution through B2B channels or third-party platforms.

If you prefer audio format, we have created a podcast discussing the IKEA gift card, which you can listen to here.

Visibility of the IKEA gift card on search engines

Visibility for the query "gift card furniture and decor"

The visibility of IKEA gift cards on search engines for the query "gift card furniture and decor" is virtually nonexistent in several key countries such as France, the United Kingdom, Italy, and Germany. In France, for example, Maisons du Monde dominates the search results, alongside multi-brand gift cards focused on decoration and home, but there is no significant presence of IKEA. In Italy, Maisons du Monde stands out as well, accompanied by local brands like Mobili Fiver and Design Republic.

In Germany, the situation is similar. The IKEA gift card is only available through distributors like MyGiftCard, Startselect, or Wunschgutschein.

In the United Kingdom, IKEA also faces heightened competition, particularly from local retailers and multi-brand gift cards that are gaining traction.

Thus, IKEA has a genuine opportunity to enhance its visibility in this vertical across these four strategic markets. By strengthening its SEO strategy, the brand could not only catch up but also dominate this highly competitive sector, as it is indeed sought after and requested by consumers.

Visibility for the query "IKEA Gift Card"

What about the transactional query, indicating a purchase intent, for "IKEA gift card" (tailored to each country)? Overall, IKEA performs well:

• Italy: Strong positioning. The top result is the service overview page, followed by the help center, then distributors like MyGiftCard and Giftiamo. The FAQ is well-placed and provides valuable brand content. However, the digital gift card order page is notably absent.
• Germany: The service overview page occupies the first position, followed by the Austrian page and distributors like Wunschgutschein, Rewe, PayPal, and Amazon. The FAQ is well-positioned. However, the direct ordering page for the e-gift card is missing.
• United Kingdom: The service overview and purchase pages rank well in first and second positions, which is excellent. The FAQ is also present, along with distributors such as Tesco, Amazon, Prezzee, and One4all.

However, in France, there is work to be done on SEO visibility for this strategic query.

• The first page that appears is the service overview, but the current title ("Gift Card and Pool: Benefits and Information") is more suited to an article than to a presentation page with a CTA to purchase a gift card. Optimizing the title is necessary; for example: "IKEA Gift Card Service - Furniture & Decor."
• Other pages that appear are not relevant to this transactional search. They address topics like installment payments or the explanation of e-gift cards, while the order page for the e-gift card appears only in seventh position. It ranks below the FAQ and third-party distributors like Ma Carte Cadeau, Wonderbox, or Place des Cartes, which results in lost sales opportunities.
• In addition to the page's position, the URL does not belong to the brand but is that of the service provider, creating a loss of trust for visitors who may question whether they are on the correct site to purchase a gift card.

Recommendation for France: Optimize the digital gift card order page so that it ranks within the top three results. It is also advisable to modify the URL to include the brand's domain name, or at a minimum, improve the title tag with a clear and engaging name, such as: "Purchase an IKEA e-gift card - Furniture & Decor."

Visibility of the gift card on the e-commerce site

For IKEA, the visibility of gift cards on its website is a crucial lever for maximizing sales. The easier they are to spot, the more opportunities IKEA can create for sales, including among those who may not have initially considered purchasing a gift card. By prominently showcasing its gift cards, IKEA facilitates access for casual buyers while also capturing the attention of consumers looking for last-minute gifts. A well-placed option at the right moment can make all the difference.

Overall, IKEA's performance varies across countries:

• United Kingdom: There is no mention of gift cards in the main menus, which reduces their visibility. However, they are well indexed in the internal search bar. It would be beneficial to add them to the "Our Services" section in the main menu to improve direct access.
• France: The gift card is only available in the footer, limiting its accessibility. It could be better positioned within the main services menu. Additionally, in the internal search bar, it is difficult to find, appearing at the very bottom of the results.
• Germany: Excellent visibility! The gift card is featured in the main menu under "Services," as well as in the footer. It is also well-placed in the internal search bar, making it easy for users to access.
• Italy: The gift card is listed in the main menu under "Others," but it lacks visibility due to its secondary placement. It also appears in the search bar but at the bottom of the results, which may discourage some users.

Presentation of the IKEA gift card program

United Kingdom, Germany, Italy: a page with the same structure

The gift card program at IKEA is relatively uniform across the United Kingdom, Germany, and Italy, with notable differences in France.

In the first three countries, the program is structured as follows:

1. Benefits of the IKEA Gift Card: The first paragraph highlights the main advantages of the gift card, along with specific features unique to IKEA. For example, in the UK, the gift card does not expire, which is a highly attractive selling point for consumers, as it adds flexibility and reassurance for long-term use. Accompanied by an explanatory image, this effectively captures visual attention while making the information clear and accessible.
2. Essential Links: Direct links are provided to purchase a card, check the balance, review the terms and conditions, and access a dedicated FAQ. These elements are crucial for enhancing the user experience, as they facilitate access to key information, address frequently asked questions, and assist in converting visitors into buyers.
3. Purchase Journey: The program offers distinct explanations for purchasing both digital and physical gift cards, with clear descriptions for each option. To further enhance the experience, it could be beneficial to add additional elements, such as a comparison table between the two formats or a more detailed description of what a digital gift card entails. This would be particularly helpful in countries where the adoption of digital cards is growing, yet there remains room for improvement.
4. B2B Service: The program also includes a section dedicated to the B2B service, if available in the country.
5. Navigation and Complementary Services: Following the terms and conditions and gift card balance, complementary services related to gifting are mentioned, such as gift ideas or the option to create a gift list. This optimizes navigation by addressing the needs of customers looking for gifts.
6. Frequently Asked Questions: Finally, the FAQ section clearly addresses the most common questions, providing additional support for those who may have uncertainties before finalizing their purchase.

Overall, the program is comprehensive and well-structured, but there are opportunities for improvement, particularly in guiding customers in choosing between digital and physical cards and encouraging the adoption of e-gift cards.

France: a presentation of the service

In France, the situation is a bit more complex. On the dedicated IKEA gift card page, the introduction lacks impact, and the visuals are not optimal for capturing attention. Additionally, the gift card balance is placed at the top of the page, while it would be more relevant to position it after the service presentation, as the majority of visitors are primarily looking to purchase a gift card.

The presentation of both physical and digital gift cards lacks clarity. It is essential to provide a detailed explanation of the differences between the two formats to guide users in their choice. The structure is also less fluid than in other countries, making navigation and user experience more confusing.

A link to the B2B service is indeed present. However, the benefits of the IKEA gift cards are hidden within a dropdown section, as is access to the general terms and conditions (GTC), which reduces their visibility. A more explicit layout would be advisable, as seen in other countries.

A particularly confusing point is the section that allows users to "request access to information related to your gift card." After clicking, it remains unclear whether this pertains to buyers or beneficiaries, and what type of information is provided. It is crucial to clarify this functionality to avoid any confusion.

Furthermore, unlike other countries, there is no FAQ section. Instead, there is a virtual assistant named Billie. While the idea of an AI assistant is intriguing, an FAQ would enhance SEO and provide quick access to common queries.

The gift pool: a feature available in France

Finally, a notable point specific to France is the IKEA gift pool, a unique feature not available in other countries. This is a missed opportunity, as the gift pool presents several advantages, particularly in a vertical where the average basket size is relatively high. This feature could see great success during key periods like Christmas, when the use of such services is more frequent. Expanding the gift pool to other countries could represent an interesting opportunity for IKEA.

However, to maximize the use of the gift pool and increase the average basket size of gift cards, the user journey must be simplified. Currently, the process at IKEA has some weaknesses. The gift pool is located on a separate page from the gift card order process. Users must first create an account, then set up the gift pool (name, first name, recipient's email), and finally personalize the gift pool, somewhat akin to a Leetchi pool. Finally, a sharing link is generated manually. For contributors, they also have to create an account, which complicates the process.

This journey, which requires a lot of setup, is counterproductive for a gift card, which should be synonymous with simplicity and practicality—two qualities that largely explain its growing success. Ideally, this feature should be integrated directly into the regular ordering process, allowing users to quickly create a gift pool without all these objectives and steps. Users should only need to enter the delivery date for the digital gift card, the recipient's name, and automatically generate a sharing link for participants.

A positive aspect of the current system is that once the gift pool is closed, the gift card is automatically sent within 24 hours without requiring additional action. However, some information remains unclear, such as the possibility to personalize the message or visual of the gift card.

In summary, for the gift pool to be a true sales driver, it must be integrated directly into the gift card ordering process and simplified as much as possible. This feature should remain practical and intuitive, with as few steps as possible, to provide a smooth experience and optimize sales.

Purchase of the IKEA Gift Card

Let’s analyze the ordering processes for e-gift cards or digital gift cards. The purchasing process for digital gift cards at IKEA in the UK stands out for its simplicity and efficiency. Right from the start, an appealing image of the IKEA universe, accompanied by the text "Because sometimes you just don’t know what to get them," engages the user. Customers can choose between a digital gift card (up to £250) or a physical card (up to £500). The main advantage is that these cards have no expiration date, a competitive proposition for IKEA. However, the absence of an expiration date can have its downsides, particularly concerning unused cards, which can lead to dormant funds.

Is it important to set an expiration date on a gift card?

Offering a gift card without an expiration date can be perceived as a significant advantage for customers. It reduces the pressure to use it, enhances the customer experience, and attracts more buyers, especially during major occasions like Christmas, where flexibility and convenience are highly sought after. This is undeniably a competitive asset for a brand.

However, and this is why few brands venture into this territory, the major downside is that the lack of an expiration date generates significant liabilities. When a gift card has no expiration date, its unused balance remains recorded as a liability on the company’s balance sheet. This means that the company must consider this money as a debt owed to the customer, as the customer can choose to use the card at any time. Over the years, this can quickly become difficult to manage.

That’s why most brands set an expiration date. There is no standardized rule across Europe, but some countries impose a minimum duration. For example, in Hungary, cards cannot expire before 5 years, while in Estonia and Denmark, the minimum duration is 3 years. Some companies, like Amazon—of which we dedicated a podcast episode—go further by offering an extended expiration period of up to 10 years, distinguishing themselves from the competition without generating too much financial burden.

By setting an expiration date, brands limit the accumulation of liabilities over the years and encourage holders to use their cards more quickly, which increases the chances of converting these cards into actual sales, often with additional payments. After all, we all know someone who waits until the last minute to use their gift card. Imagine the complications if these cards never expired!

The ordering process in the UK

The gift cards are valid in the UK and Ireland, and the amounts are flexible, accommodating various budgets. Several visuals are available, including seasonal themes such as the holiday season. Users can also add a personalized message and schedule their delivery. A FAQ section at the bottom of the page provides answers to common questions, such as any potential fees, and a feature allows users to preview the card before purchase.

Another strong point is the ability to add multiple gift cards to the order, although this increases the risk of fraud. To counter this issue, IKEA UK requires more information from the purchaser, such as their address, postal code, and phone number.

During the payment step, a warning message appears: "BE SCAM AWARE: If you've been asked to purchase a Gift Card to pay for a service or item, or buy a Gift Card on someone else's behalf, you may be getting scammed." This practice is prudent, especially in the UK, where gift card scams are common.

What is a Gift Card Scam and How to Prevent It?

Gift cards, due to their anonymity and ease of resale, have become a prime target for fraudsters. In the UK, victims lost approximately £13.5 million in 2023, according to Action Fraud. These scams often involve tricking victims into purchasing gift cards and sharing the codes with scammers, who then resell them or use them to purchase high-value goods.

Common Scam Examples

• Identity Theft: Fraudsters impersonate authorities (such as HMRC) and demand payments via gift cards for false tax debts.
• Refund Fraud: Using gift cards to launder money obtained from stolen credit cards.
• Physical Manipulation: Tampering with cards before their legitimate activation.

Prevention Measures to Limit Risks:

1. Enhanced Authentication: Additional checks for high or suspicious purchases.
2. Transaction Monitoring: Limiting the number of gift card purchases per transaction.
3. Secure Distribution: Protecting physical cards against tampering and monitoring activations.
4. Consumer Education: Informing consumers about common scams to prevent fraud, as IKEA UK has effectively done.

Ultimately, the purchasing process at IKEA UK is distinguished by its simplicity: no account creation is required, there is no need to go through a cart, and only three steps are needed to finalize the purchase. This is an efficient model that I would recommend without hesitation.

The purchasing process for an IKEA gift card in Italy

The ordering process in Italy features well-defined steps from the outset, which is a positive aspect. However, it lacks an engaging introduction that explains how the digital gift card can solve a problem or meet a need. The remainder of the process is less appealing: there are no visual options to choose from, and the amounts are not flexible, limiting adaptability to different budgets. Additionally, it is possible to order up to 200 gift cards.

Should individuals be allowed to order multiple gift cards?

Generally, it is not advisable to allow individuals to order multiple gift cards in large quantities. Typically, an individual rarely purchases multiple cards at once, especially not in large quantities such as 200, as may occur in Italy. The occasions when someone might need multiple cards are often limited to specific events and do not necessarily justify generalizing this option.

Furthermore, this functionality poses an increased risk of fraud. Gift cards are prime targets for fraudsters due to their monetary nature and the anonymity they provide. Allowing multiple purchases could facilitate the use of stolen credit cards, leading to financial losses and damaging the company's reputation.

To mitigate these risks, it is essential to implement strict security measures: additional verifications (such as two-factor authentication), limitations on the amount per transaction, monitoring for suspicious behavior, and delaying the sending of cards in case of doubt. However, these measures can complicate the purchasing process and harm the conversion rate, as they introduce friction for legitimate customers.

That said, each brand must analyze the specific needs of its consumers. If particular occasions justify the purchase of multiple cards, especially in certain market segments or during specific periods (such as the holiday season), it may be pertinent to adapt the offering and find a compromise between security and customer experience. It ultimately falls to each retailer to weigh the pros and cons and make decisions based on its objectives and customer expectations.

Account creation requirement

Creating an account is mandatory, but it results in the loss of the shopping cart, forcing the user to start over. Once the account is created, the recipient's information must be entered, a message drafted, and the card's delivery scheduled. However, the process is poorly structured and inconsistent. For instance, if you wish to purchase two gift cards, you can only enter information for one recipient. Consequently, the process is too lengthy and lacks fluidity, which goes against the expectations of gift card buyers who prioritize speed, simplicity, and efficiency.

The ordering process in Germany

In Germany, the experience of purchasing the e-gift card is quite surprising. Upon arriving on the page, the user is greeted by animated visuals depicting the folding of a gift card, suggesting a preference for home printing and in-person delivery. The information is directly filled in on the preview of the card, and the amounts are flexible. It is also possible to order multiple gift cards.

However, there is confusion regarding the information that needs to be filled in: it is unclear whether to enter the recipient's details or those of the buyer. It seems that the gift card is automatically sent to the purchaser, which may align with a local habit, but it would be better to give users the choice. Consumer behaviors are increasingly varied, and providing the option to send the card directly to the recipient or to receive it for self-printing would be a valuable addition. Additionally, reminding users of the essential features of the card (validity, delivery times, flexible amounts, etc.) throughout the purchasing process would enhance the user experience.

The purchasing process for a gift card in France

In France, the ordering process effectively captures the brand's universe, with a dedicated section covering the receipt and validity of the card (one year). However, the page lacks fluidity and essential UX elements. The visuals are not appealing, the selection of amounts is not intuitive, and the amounts are not divisible. Although all the standard steps (personalized message, scheduling the delivery, preview, terms and conditions, link to balance) are present, the addition of a shopping cart step unnecessarily complicates a purchase that should be quick and straightforward, especially if the buyer is not a regular customer. It is also possible to purchase multiple cards, but this raises concerns regarding security against fraud, as discussed earlier.

Absence of a global strategy

Each country appears to have its own ordering process, indicating that IKEA is not following a global strategy for its gift cards. According to our analysis, the best process is found in the UK, although this remains to be confirmed by conversion rate data. We strongly recommend pooling resources and adopting a global strategy.

Pourquoi est-ce important d’avoir une stratégie globale pour son service B2C ?

Why is it important to have a global strategy for B2C services?

It is essential to have an international strategy for B2C services in order to maximize the impact, coherence, and performance of the gift card program across all markets. A global approach allows for the establishment of clear objectives, harmonization of campaigns, and optimization of resources to reach a wider range of consumers. It is highly recommended to foster communication among teams regarding figures, best practices, and feedback. This ensures centralized management of initiatives while maintaining brand cohesion across all distribution channels.

However, while a global strategy is important, it is equally crucial to take into account the specific consumption habits of each country. Each market has its own preferences regarding products, payment methods, sales channels, and purchasing behaviors. For example, some countries are more inclined toward digital gift cards, while others still prefer physical cards. Adapting marketing messages, offers, and purchasing processes to these local nuances enhances the customer experience, maximizes conversion rates, and ensures better market penetration. Nevertheless, a solid and shared technical foundation is necessary.

Moreover, a global strategy also allows for the testing of new features in select countries before a broader rollout. For instance, one country can serve as a test market for a feature or campaign. If the results are promising, the feature can then be extended to other markets, ensuring a gradual and measured approach to optimizing the service.

For the remainder of our test, we will only purchase a digital gift card in France. This decision is driven by budget constraints, and since we are located in France, the use of the gift card will be facilitated for later.

Payment for the gift card

It is unfortunate that the payment for the gift card is limited to credit card usage. Offering a variety of payment options would allow consumers to choose what works best for them, thus reducing the risk of abandonment.

However, for the remainder of the payment process, everything is well designed and functions smoothly.

Delivery of the gift card

Emails received by the buyer

After order confirmation, the buyer promptly receives an email that stands out as one of the best among all the brands analyzed in our podcast. The email features a touch of personalization with a welcoming message: "Your gift card is on its way to its lucky recipient!" It includes a complete summary of the order, an invoice if necessary, and even a copy of the gift card so that the buyer can visualize it in case of any issues with the recipient. Additionally, call-to-action buttons allow the buyer to follow IKEA on social media, reinforcing the connection with the brand.

The only downside is the absence of an estimated delivery time for the gift card to the recipient, as well as a lack of a second email confirming receipt by the beneficiary. This could prevent unnecessary anxiety for the buyer and eliminate the need for them to verify the status themselves. However, the speed of delivery is remarkable: the gift card is delivered in less than a minute—a record! Kudos to IKEA.

To enhance the experience further, IKEA could enrich the sequence with reminder emails prompting the buyer to consider purchasing another gift card during upcoming occasions, such as invitations for Christmas or birthdays.

Emails received by the beneficiary

The email sent to the beneficiary is engaging right from the subject line: "Emilie Martinez has gifted you!" This continues in the email title: "Surprise! Here’s a gift from Emilie Martinez." The visual of the gift card is prominently displayed, including the recipient's name, the value of the card, and clear instructions on how to use it. A link allows the recipient to contact customer service in case of any issues, another link provides access to check the card balance, and a convenient QR code is integrated for quick access.

However, the validity date, although included, is presented in yellow on a white background, which diminishes its visibility. It would be advisable to highlight this information more prominently at the beginning and in a more visible color for better clarity. Lastly, the terms and conditions are included, but the link is incorrectly set, redirecting to the order page instead of the conditions. Fortunately, this detail is easily rectifiable.

Overall, this is a well-designed email!

Registration and redemption of the gift card
The email received by the beneficiary includes two call-to-action buttons: "Register your gift card on mobile" or "Print your gift card." This allows the user to either download an image with the QR code and PIN directly to their mobile device or print the card to keep it in their bag.

For the printable version, it would be beneficial to include a foldable format that makes it easy to present in person, especially for buyers who wish to hand over the gift directly. For instance, Zalando offers a nice foldable PDF, which serves as a good reference.

It is also unfortunate that the e-card cannot be saved to a mobile wallet, a feature that would be quite convenient for users.

Regarding redemption, the process for using the gift card online is seamless: the user simply needs to enter the card number and PIN. There are no issues in this regard; the experience is straightforward and efficient.

B2B Gift Card Program

IKEA appears to offer a B2B gift card service, which involves purchasing gift card bulk orders to reward employees, facilitate loyalty programs, or run contests. This is particularly advantageous in the furniture and decor sector, which is highly sought after by individuals looking to redecorate their interiors, thanks to its deep and varied product catalog. Therefore, having this service is a significant asset.

However, the IKEA B2B service is currently only available in France, Italy, and the UK, with no indication of availability in Germany. It remains to be seen whether this is due to a lack of sufficient demand or if it represents a missed opportunity.

In France and the UK, businesses must contact the B2B service through a dedicated form. This implies the existence of a B2B team managing quotes and invoicing, generating gift cards manually. These are low-value tasks that should be automated, ideally through a self-service order portal with certain restrictions to allow only businesses to place orders. This would free up the B2B teams to focus on prospecting strategies and customer database retention initiatives. Automation could rapidly scale the IKEA B2B service, leveraging its strong growth potential due to brand recognition and consumer demand.

In Italy, however, businesses can place orders autonomously, which is a positive aspect. Nevertheless, they must follow the same process as B2C customers, which is less than ideal and explains why individuals could order up to 200 gift cards.

Why is it necessary to create separate ordering processes for B2C and B2B gift cards?

The answer lies in the differing expectations between the two segments.

B2C Journey: In this context, gift cards are often purchased as presents for loved ones on special occasions, carrying a significant emotional weight. Buyers seek an enjoyable and customizable experience, with options to add messages, visuals, and schedule timely deliveries to make the gift card personal and unique. A smooth, quick process that does not require account creation is crucial to maximize conversions and fulfill both emotional and practical needs.

B2B Journey: Conversely, the B2B experience is more pragmatic. Companies and employee representative bodies (CSEs) typically make bulk purchases for incentive or reward campaigns, with their decision criteria based on simplicity and speed. The gift card in a B2B context serves as a motivating solution for teams and as a means of retention and encouragement. In France, the tax advantages related to these purchases represent a significant incentive—up to €193 per year per employee exempt from taxes. Other European countries also offer favorable tax regulations, such as £50 in the UK and €50 in Germany, which can further motivate companies to incorporate gift cards into their reward strategies. Therefore, the B2B journey must include advanced management options such as order validation, tracking, reporting, and ease of bulk sending.

Overall, given that there is strong demand for IKEA gift cards, it is essential to automate processes to scale operations and increase revenue while alleviating pressure on teams so they can focus more on energizing the customer database and prospecting.

IKEA gift card distribution strategy

An ultra-open strategy

IKEA distributes its gift card across all the countries studied: Germany, Italy, France, and the United Kingdom, adopting an open strategy by collaborating with various types of distributors, including incentive solutions, loyalty programs, and marketplaces. This approach seems coherent given IKEA's positioning and the strong consumer demand.

However, it remains unclear whether IKEA utilizes POSA (Point of Sale Activation) distributors to sell physical gift cards in partner stores. This would be an interesting option, particularly for customers who do not have an IKEA store nearby, as is often the case in France, where stores are typically located on the outskirts. The ability to purchase physical gift cards online or in strategically placed retail locations in city centers, despite the growing number of urban concept stores, would be a significant advantage.

Finally, based on our research, it is challenging to determine whether IKEA adopts a standardized distribution strategy across Europe or if it varies from country to country, as seems to be the case for its services aimed at both consumers and businesses.

Why is it relevant for IKEA to have a European distribution strategy?

It is strategic, if not essential, to centralize IKEA's vision and strategy on a European scale. Here’s why:

• Unified Vision and Strategy: A coherent approach maintains a global direction for all countries involved.
• Centralized Data: Consolidating information allows for more effective analysis and informed decision-making.
• Global Commission Policy: This enables optimal margin management through a uniform policy.
• Segmented Reporting: It provides precise insights into gift card sales by segment, with additional revenue figures per store or online store for each country.
• European Negotiations: This facilitates more advantageous partnerships with key distributors across Europe.
• Cost Control: Centralized oversight helps manage expenses effectively to optimize resources.
• Coordinated Marketing Campaigns: Harmonizing promotional activities within European distributors can significantly boost visibility. For instance, a tip I learned from Benjamin at Zalando: during occasions like Mother's Day or Christmas, a brand can enhance its visibility by launching acquisition and awareness campaigns on distributor platforms. Orchestrating a European campaign would maximize impact by harmonizing messages and optimizing advertising budget allocation. This would ensure greater coherence in communication, strengthen brand recognition across different markets, and improve overall performance through enhanced synergy between local and international actions.

Additionally, this centralization facilitates distributor control, avoiding issues such as unauthorized resale by distributors to others, thus allowing for a consistent brand image management.

To accelerate growth, it would be advantageous for IKEA to establish partnerships with aggregators if this hasn’t already been done. We are quite familiar with this model, being players in this field ourselves. Simply put, an aggregator connects a brand to an established network of resellers, whether nationally or at the European level. These partners can also assist the brand with its deployment strategy, simplify accounting and technical aspects, and ensure effective follow-up.

In a strategy of total openness, selecting reliable partners is crucial, which is where aggregators with deep market knowledge come into play. Then, it is up to the brand to balance between exclusivity and attractiveness. Focusing on quality rather than quantity helps avoid cannibalizing sales between distributors or undermining the brand's direct sales channels. This allows for better control over sales volumes and preservation of profitability.

Conclusion

IKEA has successfully created a gift card program that generally reflects its reputation for simplicity and accessibility, with particularly strong points in the UK, where the purchasing journey is exemplary. However, weaknesses persist, particularly in the consistency of user experience across different countries and the risks of fraud associated with bulk orders in Italy. The brand would benefit from sharing best practices among teams to increase conversion rates.

On the B2B side, the lack of automation is a significant shortcoming. Companies currently have to go through contact forms and manual processes, which occupies IKEA teams with low-value tasks. Implementing automation, such as establishing a self-service ordering portal, would not only streamline transactions but also free up teams to focus on strategic actions like prospecting and retaining business clients.

To maximize growth potential, IKEA should centralize its European strategy, improve control over distributors, and explore partnerships with reliable aggregators. With increased coordination of marketing campaigns and optimization of the customer experience, IKEA could truly enhance the performance of its gift card program.

Overall, IKEA receives a score of 14 out of 20, as the brand has activated all the levers of the gift card to capitalize on this acquisition and revenue driver. However, there are still some areas for improvement, particularly regarding European synergy and B2B automation.