IKEA Indonesia recognised at Retail Asia Awards 2026 for IKEA Family relaunch

The retailer relaunched IKEA Family with refreshed member benefits and a roving truck activation in Indonesia.

IKEA Indonesia won Loyalty Programme of the Year - Indonesia at the Retail Asia Awards 2026 for Family First - IKEA Family Relaunch, a 2025 refresh of its loyalty programme first introduced in the fourth quarter of 2022. The campaign addressed inconsistent member benefits and repositioned IKEA Family around “because family comes first,” with refreshed promotions, gamification, co-worker engagement contests, in-store communications, and external marketing.

The company built the relaunch around a loyalty model that moved beyond price-led promotions and point systems. IKEA Family linked membership with store visits that included home furnishing, dining, inspiration, and family activities. The relaunch covered special Family prices across home furnishing and food, including offers in the showroom, market hall, IKEA Restaurant, Café, and Swedish Food Market.

A key feature was the IKEA Family blind-box bag charm, which used IKEA’s meatballs and plush toys as collectible rewards. The limited-edition charm transformed from a meatball into three IKEA plush toy designs when flipped inside out, drawing on the popularity of blind-box collectibles and adding a gamified purchase incentive for members.

The relaunch also included IKEA Family on the road, a roving truck activation that travelled from Jakarta to Bandung and stopped at busy public locations. Visitors joined games, took photos inside the meatball-themed truck, and played on a giant pickleball court where the ball was replaced with a giant meatball. The activity connected the loyalty campaign with public engagement and social media sharing.

IKEA Indonesia supported the campaign through KOLs, digital channels, radio, outdoor advertising, public relations, and organic social media. Co-workers also joined store contests, extending the campaign inside stores and linking operational changes with customer-facing promotions.

The three-month relaunch recorded 1.018 million impressions, IDR232.3b in member sales, 149,000 new members, and IDR3.5b in PR value. New member acquisition rose 217% from the previous year, whilst member sales share increased 30%.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].