IKEA are re-launching their welcome programme in the UK and Ireland to increase customer loyalty.

Launched in 2006, IKEA FAMILY includes members only prices on a selected range of products, special offers and exclusive events and content.

The company appointed direct and digital marketing specialist, LIDA, in September 2010 to overhaul the welcome process. The campaign goes live today, 30 November 2011. LIDA has overhauled the application form, email programme and welcome DM.

The application form redesign was inspired by flat packs synonymous with IKEA. The creative unravels to reveal the programme’s benefits. Customers are also asked, ‘Which area is next on your home to-do list?’ – they can choose from Dining, Kitchen, Bathroom and so on. Subsequent communications will be tailored according to their choices.

Members will also receive new emails – the first being three days after sign up and then seven days after that. The first welcomes them, offering 100 iconic IKEA GLIMMA tealights as a gift – with the creative featuring ‘welcome’ spelt out in tealights – along with a printable temporary card.

The second email is one from a range developed to cater to each cardholder’s interests – offering inspirational room sets and snippets of insight for each area of the home. The new Welcome DM is centred around ‘more’ – more benefits, inspiration and access.

Markus Weichselbaumer, relationship marketing manager for IKEA, says: “We are ready to give our members a programme that is more personally relevant to their needs, more inspiring and of course has lots of nice surprises along the way as you’d expect from the brand. LIDA has created an intuitive IKEA FAMILY welcome programme which caters to each cardholder’s needs and feels instinctively IKEA.”