While major brands like
Starbucks, Nike, Gap and Clinique have launched loyalty programs in the Web3 space, offering customers gamified experiences and digital collectibles for tiered perks, IKEA's new “Business
Network” loyalty program keeps rewards simple and basic.
The Scandinavian furniture retailer is focusing on providing small businesses and their employees
with resources such as freebies, discounts, training sessions, and interior design services.
Design solutions -- in which IKEA will connect loyalty members with an interior designer to
reimagine their workplaces at $299 per room -- are what Nicole King, IKEA’s U.S. customer engagement and loyalty manager, believes elevates the Business Network beyond simple product
savings.
Other benefits being offered in IKEA’s free loyalty program include virtual training sessions compounded into three categories: Spaces, People and Business. Each session can be
accessed through videos ranging from five to 30 minutes
“Videos will be added on an ongoing basis to keep expanding the online resource library,” IKEA wrote in a recent
statement.
In addition, “Perks for Your People” will offer discounts on automobiles, food and dining, insurance, travel, tickets, gym memberships, electronics and more via
BenefitHub, a lifestyle employee benefits and rewards company.
With “IKEA Family” benefits, small businesses can also provide employees with 5% savings on eligible in-store
purchases, select discount delivery, seasonal promotions and convenient receipt tracking for personal and company records.
Finally, IKEA is offering a complimentary coffee or tea to Business
Network account members anytime they visit its Swedish Restaurant.
The launch of its Business Network comes days after the Swedish company announced an investment of $2.2 billion in
omnichannel growth strategy in the U.S., with plans to open eight new stores over the next three years, marking IKEA’s largest investment in the past 40 years.
According to "Forbes," the
expansion would increase IKEA’s U.S. portfolio by about a third -- from 51 stores and two plan and order points, which are pick-up locations where customers can speak with a consultant.