The new Keys offering (a nod to the Allen Keys used to assemble its furniture) extends the existing Ikea Family loyalty club for its 3.2 million Australian members. Customers accumulate Keys for both transactions (spending at Ikea) and interactions (such as booking and attending a planning session, registering and attending free IKEA Family events or logging into the account). Keys can be redeemed for discounts on delivery of online orders, discounts on purchases and free meatballs and Daim cake.