The foundation of the furniture company's current customer club was laid in Sweden in the early 1960s through the local concept of "Silverklubben" (Silver Club). Customers then paid a fee to access discounts. The official launch of Ikea Family took place in 1984, starting in the warehouses in Linköping and Kungens Kurva in Stockholm.
After the launch, the program gradually expanded to 12 countries. In 1996, founder Ingvar Kamprad instructed the development of an interior design magazine specifically for members. The first edition reached 710,000 members in Sweden, and local versions were subsequently introduced in other markets.
43 Percent of Sales
In 2005, the loyalty program underwent a restructuring to adapt to new market conditions. At that time, membership totaled 6.5 million, meaning the base has tripled since then. Figures from 2013 showed that members then accounted for 43 percent of the company's total sales.
Today, the loyalty program is completely free of charge and integrated in 31 of the countries where Ingka Group operates. The volume of 200 million members means that the club, in terms of numbers, is larger than the population of countries like Mexico and Bangladesh.
Ikea Family has always been about more than discounts or offers. It's about creating a genuine sense of belonging for as many people as possible. We are proud of how far it has come, but honestly, we believe that the most interesting chapters still lie ahead, says Karin Andersson, Loyalty Manager at Ingka Group.