IKEA Increases Loyalty With Rewards And Personalised Experiences

• IKEA offers customers the opportunity of becoming IKEA Family members at any time, and collecting reward keys to unlock rewards that include special discounts on selected IKEA products.

IKEA has redefined the IKEA Family customer experience by creating a genuine and personalised interaction with every customer that chooses to interact with the brand. It will reward customers not only for purchases, but for interactions, whether it’s through using the planning tools, attending IKEA events, or simply by logging into the IKEA App.

As people continue to feel the impact of inflation and increased cost-of-living, IKEA is more motivated than ever to be affordable and accessible, supporting more people to live happier and more impactful lives. In fact, the recent Life at Home Report, in which IKEA surveyed over 37,000 people globally across 37 countries, showed that household finances are a growing concern. 61% of people say they worry about their household finances, whilst two in three (66%) are concerned about the economic situation in their country as inflation continues to sour in countries around the world.

"With the growing number of customers shopping with us online and through the IKEA App, we understand the importance of finding more ways to add value into people’s lives when they shop with us. So, in true IKEA style, we are giving customers an updated loyalty program with more and better benefits. The new rewards programme builds on our promise to help more people have a better life at home. By offering a variety of rewards, it will help customers get excited about new furnishing projects and enjoy all the benefits IKEA has to offer." – Linda Ha, Global Customer Engagement & Loyalty Manager at Ingka Group

A genuine and personalised interaction

IKEA has redefined the IKEA Family customer experience by creating a genuine and personalised interaction with every customer that chooses to interact with the brand. It will reward customers not only for purchases, but for interactions, whether it’s through using the planning tools, attending IKEA events, or simply by logging into the IKEA App.

An option to collect reward keys

Customers can collect reward keys (or points) on purchases and interactions, and not only get product discounts, but have the freedom to use them for a free interior design consultation, or perhaps to receive help with furniture assembly, or even to get a plate of fresh Swedish meatballs.

First markets

The new reward keys programme has already started in Australia, Italy and Portugal. The goal is to have the experience in all markets by the end of 2025. The response thus far has been fantastic in Portugal where Sónia Sousa, Portugal Customer Engagement & Loyalty Manager, shares: “Customer feedback has been positive because the customers feel more valued by IKEA’’.

Since the release of the new program, the share of sales from IKEA Family members has increased by 58%. In Portugal, IKEA has already seen a sharp increase in transaction frequency and average transaction value, being the most popular reward the product vouchers and the free meals.

Source : IKEA

For all the very latest news and intelligence on the UK's largest home improvement and garden retailers, sign up for the Insight DIY weekly newsletter.