Ikea tests business loyalty scheme

Ikea has started trials of a new loyalty scheme for business customers, offering a more personal service, and finance deals, as well as free workshops and networking opportunities.
Ikea Business will initially be available to SMEs and start-ups at Ikea’s Wembley, Croydon, Lakeside and Tottenham stores.
As part of the project, Ikea’s database has been upgraded to enable it to store additional business details, and it has provided training on the membership programme’s enrolment to Ikea staff.
Running alongside the Ikea Family programme, the scheme will be operated by Ikano, the Swedish group owned by the Kamprad family, founders of Ikea. Lida handles Ikea’s marketing activity.
Ikano also runs storecards for the likes of New Look, Warehouse and Oasis, and loyalty schemes for Jaeger and Monsoon.
Ikano’s commercial director Dan Joy said: “By assisting in the delivery of Ikea Business’ loyalty programme, Ikano can further help Ikea to develop and nurture its relationship with its customers, and this is why we’re delighted to be involved in this project.”
Launched in the UK in 2008, Ikea Family shuns a points-based scheme to offer members discounts on regular Ikea products and access to the exclusive Family product range.

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