Marketing
Ikea rewards strategy goes well beyond just rewarding a purchase
The home furnishing brand has revamped its Ikea Family rewards program to provide reward opportunities throughout the entire customer journey — from planning to shopping to purchase.
July 22, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
When one hears 'rewards program,' it typically conjures up getting a bonus point for a future purchase or free delivery at a specific purchase level or maybe a birthday gift.
That's because most loyalty programs reward a shopper for buying something and very often that's where it starts and ends.
Not so at Ikea U.S.
The iconic home furnishing brand, known for its style and for its Swedish meatballs, has revamped its Ikea Family rewards program to Rewards for Ikea Family, to provide shoppers with reward opportunities throughout the entire customer journey — from planning to shopping to purchase.
The new rewards join existing IKEA Family benefits, including discounts on select products, reduced delivery fees, complimentary in-store tea and coffee and free store workshops and events.
The brand's revamped loyalty program now rewards customers for a variety of interactions — such as sharing a gift registry, creating and saving a wish list and using and saving a drawing in its kitchen planning tool.
Ways customers earn points also include:
- 1 point per $1 spent on online and in-store purchases.
- 25 points - Log into account on web or app.
- 50 points - Create an IKEA Family profile, register and attend an IKEA event, book and attend a planning appointment.
Points can be redeemed for a variety of benefits — 60 points for a frozen treat from the Ikea Bistro and 350 points for $5 off the next purchase.
RetailCustomerExperience reached out to Nicole King, customer engagement and loyalty manager at Ikea U.S., via an email interview to learn more about the loyalty program revamp and Ikea's strategy to support customer loyalty.
Q. When did Ikea first launch the Ikea Family rewards program and what did it provide?
King: Ikea Family, the Ikea customer loyalty program, launched in the US in 2011. With Rewards from Ikea Family, we are introducing our newest benefit and changing what it means to be part of the Ikea Family program. Ikea Family members still receive the same exciting benefits such as, free coffee or tea with each visit, member-only offers, free workshops and events and 90-day price protection.
Q. What prompted Ikea to do a new rewards program — and how valuable is such a program for a retailer?
King: We're always looking at ways to improve our loyalty program benefits. Our goal is to support customers throughout their entire Ikea journey — from inspiration and planning, to bringing their vision to life in their home. The new benefit offers a wide range of rewards, including free meals in the Ikea Swedish Restaurant and discounts on services like delivery and assembly. We want to make every step of the customer experience more rewarding and meaningful.
Q. There are many rewards tied to a customer's engagement action — what's the strategy on that, and is it part of Ikea's focus to know their customer?
King: We believe loyalty goes beyond a purchase. By rewarding a variety of customer interactions, we're able to provide value at every stage of the customer journey. Whether an Ikea Family member is exploring ideas, attending a workshop or engaging with us online, we want to reward their connection with Ikea.
Q: The revamped strategy includes the 'spend and earn' promotion. Is this ongoing?
King: The Spend and Earn offer in May [2025] was a limited time promotion to show appreciation to our Ikea Family members as well as our Ikea Business Network program, our B2B loyalty program. We're always looking for new ways to recognize our loyal customers and show our appreciation.
About Judy Mottl
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