Ikea drops 'pointless loyalty' in overhaul of Ikea Family

Ikea is overhauling its loyalty scheme by bringing in a points-based system for the first time, while enhancing its mobile app with the aim of providing a more seamless, personalised, and inspiring shopping journey.

Ikea Family was first launched in 1984 in Sweden and was rolled out to international markets by Quant Presky Maves in 2007. It was one of the first to shun points under the premise of “pointless loyalty”; instead members received instore offers and discounts on a range of purchases, as well as free hot drinks.

At the last count, the scheme had over 150 million members across 30 countries, making it one of the world’s largest customer loyalty programmes.

As part of the app overhaul, Ikea Family members will now gain access to an enhanced membership space with exclusive discounts and personalised offers based on their shopping preferences.

The new points-based loyalty programme rewards purchases and engagement, including online interactions, planning sessions, and wish list creation.

Members can track and redeem points for perks like free Click & Collect services, complimentary meals at Ikea restaurants, and home furnishing vouchers.

The upgraded membership space offers insider access to product launches, sustainability initiatives, and special events, along with classic benefits like free drinks and workshop invitations.

Meanwhile, the mobile app is also introducing a new “Ikea Kreativ” 3D experience which aims to take the guesswork out of buying furniture by previewing items in a space or rotating them in 3D to see all angles.

Customers can also scan and shop as they move through the store, skipping queues when ordering at the Ikea restaurant and bistro, while orders, updates, cancellations and returns can be managed in one place.

All purchase details, including receipts and order history, are stored in the app for easy access.

Ikea Retail chief digital officer Parag Parekh said: “These new features make shopping at Ikea simpler, faster, and more inspiring than ever. With smart tools and personalised experiences, the app helps customers plan, shop, and bring their dream home to life, effortlessly. And this is just the beginning, as we continue to innovate and redefine a better everyday life at home.”