Purpose
Retaining existing customer only costs 1/5 of gaining a new customer. The big task for IKEA FAMILY is to recruit, retain and develop existing customers so that we drive business growth in a cost efficient way. So IKEA FAMILY is the great local tool for the store to generate quality visitation and sell more of the total IKEA range. The store FAMILY mgr will maximize contribution of this loyalty program to support the store to achieve its goals. This person will also contribute to national FAMILY strategy and investment plan to secure best ROI.
Mandate
Store FAMILY mgr is a crucial member in LM function. To recruit, retain and develop the existing
customers in the market. To influence the store SSG and commercial group, collaboration, generate buyin to maximize the contribution of FAMILY in the market. To strengthen FAMILY internal communication among co-workers and across the store.

Main Responsibilities and Duties
Recruit members and identify members
 Duty One: Convert as many visitors as possible to be members by communicating member
benefits in the FAMILY shop and around the store on each store touch point and engage the
whole store to maximize recruitment
 Duty Two: collaborate with commercial team to identify right FAMILY offers to recruit and
identify more members
Build rich knowledge about members
 Duty One: Constantly gain customer insight through MDB (marketing database), member
panel and other integrated research resources
 Duty Two: React on analysis result and share to the store and mgt team
Deliver relevant communication to activate members and drive traffic
 Duty One: Based on customer insight from database and store commercial calendar to
formulate local FAMILY communication plan, develop segmentations to increase relevancy.
 Duty Two: Secure quality execution.
Measurement and tracking
 Duty One: Continuously improve and optimize campaign planning by implementing
measurement and tracking tools
 Duty Two: Follow up on ROI for all campaigns and share the learning to the store
Budget planning and controlling
 Duty One: Forecast FAMILY communication budget and have the sense of integration of PR,
web and research to maximize use of LM budget
 Duty Two: Safeguard the central investment in local market
Internal communication and influencing
Duty One: Influence the store SSG and commercial group, collaboration, generate buy-in to maximize
the contribution of FAMILY to support IKEA positioning and growth in the market.
Duty Two: Strengthen internal communication among co-workers to increase understanding of IKEA
FAMILY and profile FAMILY as the great local tool to support IKEA positioning and growth.

关于宜家集团
IKEA宜家于1943年由其创始人英格瓦•坎普拉德 (Ingvar Kamprad) 在瑞典创立，截至FY16财年，宜家集团在46个国家和地区拥有389家商场，全球员工总数超过180000名。宜家于1998年在上海开设了中国第一家商场，之后陆续在北京，广州、成都、深圳、南京、沈阳、天津、无锡、重庆、杭州、西安建立了24家商场和2家订货中心。宜家一贯以“为大众创造更美好的日常生活”，“提供种类繁多、美观实用、老百姓买得起的家居用品”为经营理念。

未来，我们将着重于为消费者提供更好的购物体验，为线上线下服务的融会贯通做好准备工作，为中国人更好的家居生活提供更多选择和更好的解决方案。尽管新商场结合新的电子商务对销售增长贡献良多，但主要的增长均来自于现有商场。宜家的家居解决方案- 今年重点是在与更好享受美食相关区域的解决方案-被证明为广大的消费者所喜爱。此外，宜家集团2015财年新开了13家商场，并在西班牙，挪威和芬兰开设了3个新的提货点，在那里消费者不但能自提事先预定的产品，也可以领略部分宜家产品系列。

在气候变化的关键年，宜家集团同IKEA FOUNDATION 宣布承诺投入共计10亿欧元加速向低碳经济的转型，支持受气候变化影响严重的社区。宜家集团的这一承诺让公司向能源独立，生产同自身消耗能源相等的可再生能源的目标距离得更近。

宜家家居重庆商场于2014年3月27日盛大开业，是IKEA宜家家居在中国的第15家商场。宜家重庆商场的开业为山城消费者提供更多家居生活灵感与解决方案。宜家重庆商场分为地上三层，地下一层，营业面积多达45,348平方米，涵盖了充满生活灵感的家具展间，种类齐全的家居用品，9500多种设计精致、美观实用的家具和家居用品；商场还根据重庆人对于家居生活的要求与梦想度身订制了55个展间和5个完整的家，给重庆消费者带去整体居家解决方案。