IKEA Launches Loyalty Club for Small Businesses in Canada [Interview]

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Retail giant IKEA has launched a new loyalty club specifically designed for the small business community.

The IKEA Business Network was designed with micro and small business in mind with numerous benefits for members of the program.

De’ana Torresan

“Essentially IKEA Business Network is a free loyalty program and it’s designed specifically for micro or small businesses in Canada. Members get access to exclusive member benefits. So we have member-only discounts, free quick fix design tips, free online learning,” said De’ana Torresan, the retailer’s Loyalty Leader.

“It was really born out of collaboration with our customers. IKEA Business Network has been designed to kind of solve the real life challenges small business owners run into and it’s a part of our global ambition at IKEA to connect with those micro and smaller business owners to help them create that better life at work.”

IKEA Business at IKEA Aura – Downtown Toronto (Image: Dustin Fuhs)
IKEA Business Network (Image: IKEA)

Torresan said the initiative was launched in May. Within a month, it had hundreds of small businesses join the program. In July, the program launch was supported with a media campaign, email support, support online and through store graphics and communications.

“It is available not in every IKEA market or country just yet but it is available in Canada and across the country to any small business owner and their employees across Canada,” she said.

“We’ve had our IKEA family loyalty program which is very loved across Canada and adored by millions of Canadians across the country. We have millions of members. That program is focused on our customers who are shopping for their homes. What might not be as well known is that we have a considerable size of customers who are shopping for their business at IKEA.

IKEA Business at IKEA Aura – Downtown Toronto (Image: Dustin Fuhs)
IKEA Business at IKEA Aura – Downtown Toronto (Image: Dustin Fuhs)

“So we really saw an opportunity to expand our reach to the many Canadians who operate both micro and small businesses who really don’t get to think of IKEA for their commercial needs and we really wanted to make IKEA visible to the many business customers and even expand our position as a provider of home furnishings but also into furnishings and supplies for your small business. With the loyalty program we also wanted to establish ourselves as a partner in improving your life at work as well.”

Torresan said the program was designed in a way to help small businesses in four key areas.

First, lending IKEA’s expertise to help small businesses grow. Also, helping them create spaces that meet their business needs in an affordable way and in a way that reflects their business and personality. The third pillar is around people – helping small businesses boost productivity in supporting the well-being of their own employees and creating a better life at work.

The final pillar is around seamless shopping.

“Really helping small businesses save time, save money, save effort by offering them the most convenient shopping experience and that’s kind of all reflected in our member benefits that we offer with IKEA Business Network,” said Torresan.

Article Author

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training.

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