Ikea is to take its loyalty programme online across Europe as it attempts to strengthen the community feel of the project.
The “Family” scheme is being moved online by August Media, a customer publishing agency which already publishes Ikea’s Family Live magazine in 13 languages across Europe.
The agency has developed a website for the furniture chain that will become a central tool for the scheme. The programme has already been launched in France and Belgium, and will be extended to a further 23 countries through 2006 and 2007.
August Media will generate content for the new website, which will include tips and advice for furnishing a home. Users will be able to find information on local family-based activities and receive regular e-newsletters.