Ikea Family, the homeware giant’s loyalty scheme, is to be reinvented to offer shoppers more rewards and make them feel “more valued”.

The retailer has made changes to the scheme in order to make it more personalised and offer rewards to customers for interactions like using planning tools and logging into the app, as well as for purchases. 

Shoppers will now collect “keys” that can be redeemed for a variety of perks at the brand, including interior design consultations, help with furniture assembly or complimentary meals at its restaurants, as well as standard product discounts. 

The new scheme is live in Australia, Italy and Portugal and is set to reach all markets by the end of 2025, with the UK seeing an upgrade in mid 2024. 

Since launching in Portugal, share of sales from Ikea Family members has increased to 58%, and transaction frequency and average transaction value have seen a “sharp increase”. 

Ingka Group global customer engagement and loyalty manager Linda Ha said: “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 programme with more and better benefits. The new rewards programme, reward keys from Ikea Family, 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.”