Episode 70

#70: Ikea Family Club with Aaron Mitchell - Global VP Loyalty

Published on: 7th January, 2021

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 & Loyalty

2) Ikea.com 

3) RGA - Marketing Agency 

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.