Ikea publishes mag to back loyalty scheme

by James Quilter, Marketing 01-Dec-05, 07:00

LONDON - Ikea is to launch a quarterly customer title next year as part of the UK rollout of its Ikea Family loyalty scheme.

The magazine, Ikea Family Live, will be the retailer's first in the UK since it dropped its lifestyle title, Room, last March.

The magazine is already being distributed in nine countries. It is produced by start-up publishing company August Media, which has been set up by former Cabal executives.

Unlike Room, which was priced £10 and sold in-store and in newsagents, Ikea Family Live will be given free to IKEA Family members.

At about 100 pages, Ikea Family Live aims to establish the retailer as an expert in furnishing and shows its products in real homes with other brands' products.

The Ikea Family format comprises a website and separate in-store area featuring non-furniture products such as luggage. Members of the loyalty programme receive a discount on products featured in this area.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.