IKEA is celebrating its family loyalty program after gaining 5 million members. The program was launched five years ago and offers immediate rewards and affordable furniture to members.
“Our intention with IKEA Family is really to create ongoing, personal, and rewarding relationships with our customers and our members to help them make IKEA feel like a family to them. We are really focused on making the IKEA experience even more affordable, convenient, and engaging for our IKEA Family members,” says De’ana Torresan, head of customer engagement and loyalty for IKEA Canada.
“Thanks to five million” campaign
To celebrate the milestone of reaching five million members in Canada, IKEA launched a Thanks to five million campaign which started on July 22nd and ends on August 31st. During this period, IKEA Family members have an opportunity to participate in giveaways where five members won a 500 dollar gift card each.
“We are thanking our five million IKEA Family members by giving them a chance to win one of five 500 dollar IKEA gift cards. This campaign is a way for us to celebrate this significant milestone and to show our appreciation for the ongoing support and loyalty of our members.”
Perks of the IKEA Family membership
To create lasting and rewarding relationships with consumers, the IKEA Family membership makes the shopping experience more affordable. The program includes monthly offers, free coffee or tea, sell-back program, bonus meals, and more. The membership is free to join.
Torresan says IKEA Family members are exposed to monthly offers on a variety of products, ensuring consumers can furnish and decorate their home affordably. Torresan says it selects its offerings to be relevant to the season, aligning with what consumers are looking for throughout the year.
“We really try to be seasonally relevant in the product offers to our members, tailoring our IKEA Family product offerings to key seasonal activities and life at home activities. Additionally, our engagement data helps us understand our members better, from their demographics to their purchase behaviours, enabling us to offer personalized and meaningful benefits. For instance, beyond just product discounts, we provide services like extended playtime for children and our sell-back program, making the IKEA experience more holistic and customer-focused.”
Unlike other loyalty programs, Torresan says members are able to enjoy benefits immediately upon joining. Consumers are offered free coffee and tea and for every ten meals purchased, members receive the next one free and this is in addition to the Swedish Thursdays where IKEA Family members get 50 per cent off.
Torresan says nearly nine million free coffees or teas have been enjoyed by members.
“One of our most popular perks is the complimentary coffee or tea available to members every time they visit an IKEA store. This simple gesture not only enhances the shopping experience by offering a moment of relaxation, but also encourages more frequent visits, fostering a sense of community within our stores,” says Torresan. “Additionally, our bonus meal program rewards members with a free meal for every ten meals purchased and our Swedish Thursdays offer 50 per cent off entrees for IKEA Family members. These dining benefits add a significant value and make our program stand out by providing tangible, immediate rewards that our members appreciate and look forward to.”
Sell-back program
The IKEA Family membership also allows consumers to sell their preloved IKEA items back to the store in exchange for in-store credit, supporting sustainability by giving furniture a second life.
“Members can easily submit their items online, and once approved, they receive in-store credit which can be used to refresh their homes. This initiative has been incredibly successful, with nearly 185,000 items being given a second chance through our program. It is a win-win for our members and the environment. By participating, members not only benefit from the in-store credit, but also contribute to a more circular economy, aligning with IKEA’s commitment to sustainability.”
The sell-back program rolled out across Canada in 2019 and is only a part of the IKEA Family program as one of the exclusive benefits.
“The inspiration behind the sell-back program is to make circularity more accessible for our IKEA Family members, and in turn, the furniture that is sold back to IKEA is actually given a second life through resale in our stores or through donation. We know the program has seen amazing results year after year and have had a great response from IKEA Family members.”
Looking ahead
Torresan says when looking ahead, she says hopefully the IKEA Family membership offers will include more options and more relevant seasonal offerings. The program will also like to increase engagement with its members.
As the program continues, Torresan says the program will also continue to make the IKEA experience more affordable and convenient for members through product discounts, services, and other benefits.
“In terms of the evolution of IKEA Family, we would love to start to tap more into engagement with our members. So really looking beyond transactions and purchases, but how can we interact with our members in more meaningful ways that go beyond purchases. We want to recognize and reward the behaviours that strengthen their relationship with IKEA, making members feel valued and appreciated as part of the IKEA family.”
Unlike other loyalty programs, Torresan says members are able to enjoy benefits immediately upon joining. Consumers are offered free coffee and tea and for every ten meals purchased, members receive the next one free and this is in addition to the Swedish Tuesdays (it should be THURSDAYS) where IKEA Family members get 50 per cent off.
How as an IKEA member do I apply for one if those prizes.