Design Your Sleep While You Sleep

Through IKEA Family, one of Spain’s largest loyalty programs, and in collaboration with ShutEye, we redefined the meaning of sleep data—transforming everyday rest into a personalized journey to improve sleep health and create new shoppable moments based on user insights.

We invited users to track their sleep by measuring different factors such as snoring, time to fall asleep, and deep sleep duration. Upon waking up, users received a personalized report, along with curated IKEA sleep solution recommendations. For example, if a user snored a lot, IKEA suggested an ergonomic pillow to help improve breathing. Or if external noises disrupted sleep, it recommended soundproof curtains. Additionally, users received a personalized voucher for products specifically tailored to enhance their sleeping experience.

For the first time, sleep itself became a commerce tool. This innovative CRM activation leveraged real biometric data to deliver customized solutions, offering exclusive discounts to help participants improve their sleep—and their lives—with affordable IKEA products.