As one of the world's most iconic retail brands, Ikea boasts 156 million members of its Family Club worldwide - a programme that brings the very best of the Ikea brand to its customers. Today's episode features an interview with Aaron Mitchell, Ikea's Global Vice President of Loyalty who shares the loyalty proposition that's already driving the extraordinary success of the club as well as some of the latest insights and innovations being launched in test markets around the world. Aaron talks through the importance of key principles such as trust, community and the importance of ensuring your loyalty programme is designed to show the brand's loyalty TO your customers, rather than first expecting it from them!Listen to this first episode of 2021 to enjoy a masterclass in the marketing and management mindset that is needed to drive success at such scale.Show Notes:1) Aaron Mitchell - Global VP Customer Engagement & Loyalty2) Ikea.com 3) RGA - Marketing Agency

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