Ikea nukes nuclear family for loyalty club reward keys

Flatpack giant Ikea is beefing up its Ikea Family loyalty club by offering what it calls “personal reward keys”, which aim to reward members not only for purchases but engagement with the brand, too.

The new scheme is being launched through a multi-market integrated campaign devised by Wunderman Thompson UK, aimed at dispelling the myth of the “nuclear family”.

The retailer claims to have been supporting the home furnishing needs of households around the world for years. First established in 1984, Ikea Family now has over 110 million members.

Customers can collect reward keys by making online or in store purchases, attending an event or workshop, using Ikea’s online 3D kitchen planner, creating and saving a wishlist or by simply logging into their account.

Once customers have collected 150 reward keys, they can get a £10 voucher on Ikea products to redeem in purchases from £50, or collect 225 reward keys for a £15 voucher to redeem in purchases from £75.

Reward keys can also be redeemed against click and collect and delivery charges, as well as food and drink.

To devise the campaign, Wunderman Thompson identified that there was confusion around what Ikea Family is and who it is for, with the common misconception being that it is designed solely for the traditional family.

The resultant activity celebrates Ikea’s inclusive and democratic culture and is aimed at raising awareness of Ikea Family among an expanded audience.

It includes a 30-second film, and a series of print and social executions which showcase a range of family scenarios. From a man with his ‘plant-babies’ to an expectant mother, to a mature couple and a group of housemates sitting down for a family dinner.

The retailer insists the campaign is diverse as it is inviting and inclusive.

Ikea global loyalty manager Penny Shaw said: “Customers are always at the heart of everything we do at IKEA, and we are excited to be helping our Ikea Family members achieve their home furnishing dreams through our newest loyalty benefit, reward keys.

“Our launch campaign needed to introduce our new reward keys and educate members on how rewards can help them throughout their journey. Whether that’s using reward keys to enjoy a coffee and cake in store or help getting their purchases home, wherever members are in their journey to make a better life at home, they will be able to collect reward keys and choose the rewards that give them the help they need.”

Wunderman Thompson UK chief creative officer Steve Aldridge said: “We were conscious of the changing idea of what a modern family is and looks like. With Ikea’s powerful ambition to ‘create a better life for the many people’ we saw this as the perfect opportunity to not only launch more inclusive and rewarding benefits, but to also shift perceptions of who Ikea Family is for.”

Wunderman Thompson first started working on the Ikea Family brief back in 2015. The business has also been held by Proximity London (now Rapp) and Lida (now M&C Saatchi).