IKEA’s mission is to create a better everyday life for the many people. With 170+ million members, if IKEA Family was a country it would be the 8th biggest in the world by population.

Yet, our customer club hasn't fulfilled its potential to engage members, with most features focusing on the store experience and the overall proposition being very transactional, with no global framework for how to reward members. What resulted was an unsatisfactory relationship between us and our members who love and support IKEA.

We wanted to do something different, not just create a scheme which only gives customers points when they make a purchase. We wanted to support people with their home furnishing transformations, to help build their confidence to be able to turn their home furnishing dreams into a reality. We wanted to do this whilst activating 'Always on Growth' for IKEA.

Our mission was to create a more engaging, rewarding experience for all of our members. Beyond just a simple discount program, we wanted to incentivise members to identify and interact with us throughout their entire home furnishing journey, while at the same time rewarding them for engaging and being loyal to us, at many touch-points.