Collect Points with IKEA Family Presents Updated Membership Benefits
Laura McQuarrie — March 23, 2026 — Marketing
References: famouscampaigns & roastbrief.us
IKEA Denmark's new Collect Points with IKEA Family campaign introduces updated membership benefits to Danish IKEA Family members, and visually presents the points-based loyalty system like a video game. Point-earning opportunities and rewards are likened to missions and levels within IKEA stores, demonstrating how members can earn points every time they shop, attend events, log in to their IKEA Family profile, and more. As far as what's on the other side, points can be redeemed for discounts, delivery, or even an iconic plate of Swedish meatballs.
“Our ambition was to make a loyalty benefit tangible and easy to understand, without making it dull,” said Ditlev Kofoed Schiller, Client Service Director at Marketsquare. “When it feels like a game, people are naturally encouraged to explore how to earn points in practice.”
“Our ambition was to make a loyalty benefit tangible and easy to understand, without making it dull,” said Ditlev Kofoed Schiller, Client Service Director at Marketsquare. “When it feels like a game, people are naturally encouraged to explore how to earn points in practice.”
Trend Themes
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Gamified Loyalty Systems — A shift toward game-like progressions and missions in loyalty programs that reframes mundane transactions as engaging, collectible experiences.
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Points-as-experiences — Members perceiving points not merely as discounts but as gateways to curated experiences and tangible rewards that drive emotional attachment.
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Behavioral Design in Retail — The application of progress feedback, levels, and micro-rewards to subtly shape shopping frequency and in-store exploration patterns.
Industry Implications
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Retail — Physical and omnichannel retailers using game mechanics to increase visit frequency, basket size, and discovery of store services.
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Hospitality & Food Service — Dining and lodging brands packaging points into experiential perks like signature dishes or prioritized bookings that enhance guest loyalty.
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E-commerce & Digital Platforms — Online marketplaces and apps embedding mission-style incentives and progress tracking to boost engagement, repeat purchases, and profile activity.
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