As part of its initiative to provide greater loyalty rewards, IKEA U.S. has bolstered the IKEA Family program by offering:
- 5% off eligible in-store purchases;
- Special product offerings; and
- Reduced fees on select online delivery options.
These benefits are being offered on top of existing rewards such as special product offers, exclusive access to events and workshops, and a complimentary coffee or tea at the IKEA restaurant.
This latest push by IKEA U.S. to fortify its brick-and-mortar traffic was implemented following initiatives such as the August 2022 announcement that the retailer would roll out 200 fast electric vehicle (EV) chargers at locations across the country by the end of 2023. In May 2022, IKEA franchisor Ingka Group revealed its plan to invest more than €3 billion ($3.16 billion) to open new locations and renovate existing stores by the end of 2023.
IKEA is courting its customers with new programs and benefits during a time when customer loyalty is decreasing, as 30% of customers are likely to try a new brand. In June 2022, IKEA introduced a new way to connect with existing customers and increase its sustainable presence through its Updatables furniture concept. The concept uses AR, AI and machine learning to help customers outline updates and improvements to existing furniture from the company by redesigning products using new IKEA parts.
“At IKEA, it is always our ambition to offer quality and sustainable home furnishings to our customers at an affordable price,” said Javier Quiñones, CEO and Chief Sustainability Officer at IKEA U.S. in a statement. “By enhancing our IKEA Family benefits, we are able to show greater appreciation for our customers in a meaningful way with everyday discounts while inspiring them to live a better everyday life at home.”