The main focus of its work will be the Ikea Family loyalty scheme, which was launched in 2002. Cardholders of the free-to-join programme can receive 25% off selected products from the regular Ikea and exclusive Ikea Family ranges, email news updates and restaurant offers.
Ikea is the UK's biggest furniture retailer, with an estimated 7.9% market share, ahead of DFS (6.6%) and Argos (5.5%), according to Verdict Research.
Matt Piner, senior retail analyst at Verdict, said the shift in focus could be a reaction to market pressure. He said: "Ikea is expecting increased competition from rivals such as DFS, which has
upped its game recently.
"Although Ikea has fared pretty well in the recession, a big factor for its past success has been first-time home-buyers. As that market has effectively collapsed, it is probably looking at improving loyalty among other groups."