Ikea backs loyalty scheme with online rollout

by Danielle Long, Revolution UK 27-Jul-06, 07:00

LONDON - Ikea has launched the first of its websites to support the rollout of the Ikea Family loyalty scheme.

The first of the sites launch in France and Belgium this week and will roll out across 23 countries during 2006 and 2007.

Ikea has appointed August Media to develop the pan-European website and generate editorial content for the entire range of Ikea Family websites. August Media are also responsible for publishing the Ikea Family Live magazine in 13 languages across Europe, with a print run in excess of 12m copies.

The appointment follows that of Agency.com to handle its online customer relationship marketing and in-store digital business in June.

The sites will be a central communication tool for the furniture giant and will provide its members with information about the loyalty scheme and easy access to Ikea Family services.

The sites aim to create a community among members, with opportunities for users to join local family activities and receive regular e-newsletters. They will also encourage non-members to apply for membership online.

Mark Lonergan, managing director at August Media, said: "The website will be an extension to the lifestyle content found in the magazine where readers can log on to find even more inspiration, tips and advice for furnishing their homes.

"This multi-channel approach will enable Ikea to go one step further and create a community among its loyalty scheme members."

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