00:00At the time, this was a relatively new concept and not many other companies had implemented
00:05something similar, but this turned out to be a perfect match for IKEA because most of
00:09its customers were families who shopped at the store regularly.
00:13The loyalty program allowed these customers to save money on future purchases, which encouraged
00:18them to keep coming back.
00:19Today, this program has evolved into a mobile app called IKEA Family, which offers members
00:25exclusive benefits like early access to sales and special events.
00:30Despite the success that he had achieved, though, Ingvar continued to search for ways to improve
00:34the business, and in 2005, he noticed an opportunity to expand into the home decor industry.
00:40Up until this point, IKEA had primarily focused on selling basic furniture, but there was a
00:46growing demand for home decor items that could help customers add personality to their spaces.
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