Dive Brief:
- Ikea is updating the Ikea Family loyalty program with the ability to earn points for activities ranging from creating a gift registry to making a purchase, the company said Wednesday.
- Members earn 1 point for every $1 spent on purchases in-store or online. Other points-earning opportunities include 10 points for sharing a gift registry and 50 points for creating an Ikea family profile or registering for and attending an Ikea event.
- Points can be redeemed for benefits including $5 off a purchase starting at 175 points, free food at the Ikea restaurant starting at 65 points, and $10 off delivery starting at 350 points.
Dive Insight:
The updated Ikea rewards program is designed to let customers earn points throughout their entire customer journey, not just after making a purchase.
“Our Ikea Family members represent some of our most engaged customers nationwide and we wanted to provide enhanced value to them in every interaction they make with our brand,” Nicole King, customer engagement & loyalty manager at Ikea U.S., said in a prepared statement.
The new options build on existing benefits of the Ikea Family loyalty program, including discounts on select products, free shipping on small orders over $50 and complimentary in-store tea and coffee.
The loyalty program launched in the U.S. in 2011, and has since grown to over 24 million members nationwide, according to Ikea. The furniture retailer isn’t the only company exploring ways to spice up an old program with new perks as retailers work to fight customer churn with loyalty.
In February, Lowe’s simplified its DIY and professional customer apps by removing unnecessary options and keeping popular aspects in place. Last October, David’s Bridal expanded rewards to the entire bridal party to help it build relationships with guests as well as brides.
Even Ulta Beauty, whose loyalty program hit 44.6 million members in fourth quarter 2024, has added features to its offering. Last October, the beauty retailer expanded its program outside of traditional loyalty perks with the Ulta Beauty Community, a digital forum where members can share tips and access content.
