The Swedish furniture company utilized Google Maps to be the first retailer to turn time into money with their brand new ‘Buy With Your Time” campaign. This incentive gives discounts to customers based on how long it takes to drive to an IKEA store, which are often located far from main cities. All items in the store have a price and time tag in which customers could chose to purchase using either option. The price of an hour of travel was based on the average wage in Dubai.
“We think it’s only right to reward our customers efforts by repaying them for the time spent reaching us. It’s our way of helping the Dubai community make the most of every minute”
This promotion is only operating in Dubai because of their unique economy but demonstrates future potential for brands to utilize the importance of time to boost brand engagement. Who will be the next to capitalize?
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