IKEA New Zealand launches rewards for Family members

IKEA New Zealand has launched Rewards from IKEA Family in New Zealand and awarded more than 2.85 million points to existing local members.

The points were allocated to 285,000 customers who joined IKEA Family before the cut-off, with each member receiving 10 starter points.

The launch adds a points system to IKEA Family in New Zealand, extending a programme with more than 200 million members globally. It also highlights IKEA's push to strengthen its local loyalty offer after identifying New Zealand as one of its fastest-growing markets.

Under the scheme, members can collect points through both purchases and other interactions with the business. Customers earn one point for every NZD $5 spent. Non-purchase activities such as logging in to the website or app, creating wish lists, using planning tools, attending events and booking planning appointments also earn points.

The structure is designed to reward more than transactions alone, covering activities linked to browsing, planning and visiting stores. Food purchases and visits to in-store services are also included in the broader membership offer.

Points can be redeemed at a rate of 50 points for NZD $5, up to 1,000 points, or NZD $100. Product rewards can be used in store, online or remotely across IKEA products, while food rewards are limited to in-store food services and packaged food goods.

How it works

Interaction-based points are split across several activities. Members receive one point each week for logging in, two points a week for creating and saving a wish list, five points for creating an IKEA Family profile, five points a week for using an eligible planning tool, 20 points a week for attending an event and 25 points a week for attending a planning appointment.

The launch also sits alongside the wider set of IKEA Family benefits available in New Zealand. These include member pricing on selected products and services, a NZD $10 birthday voucher, extra time in Småland during weekdays, competitions, early updates on offers and products, and coverage for products until they are home and assembled.

Johanna Cederlöf, IKEA New Zealand Manager, described the launch as a step towards linking the local business more closely to the retailer's international loyalty framework.

"Launching Rewards from IKEA Family is a huge step for IKEA New Zealand. It means our customers can now be rewarded for every part of their IKEA experience - from inspiration to planning to shopping. We wanted to mark the moment in a big way, and gifting 2.85 million points to our loyal members felt like the perfect way to do it," said Cederlöf.

Local focus

According to IKEA, the New Zealand version of the programme has been tailored for the local market, with benefits designed to reflect both shopping and non-shopping engagement. That differs from many traditional loyalty schemes, which focus mainly on spend-based rewards.

For IKEA, the model creates more regular customer touchpoints by encouraging digital log-ins, planning activity and store visits, in addition to purchases. For members, it expands the ways points can be earned before redemption.

The giveaway to existing members was intended to recognise customers who had already enrolled before the rewards element launched. With 285,000 people already signed up locally, IKEA has a sizeable audience for the expanded programme.

Globally, IKEA Family remains one of the retailer's main customer relationship tools, spanning dozens of markets. In New Zealand, the addition of redeemable points marks a shift from a benefits-led membership model to one that combines discounts, perks and a clearer rewards mechanism.

Members can continue to join the programme free of charge in New Zealand through IKEA's website or in store. Every 50 points equals NZD $5, with the maximum reward set at 1,000 points, or NZD $100.