Ikea is allowing its customers in Dubai to pay for items with nothing more than their time in a groundbreaking initiative designed to incentivise travel to its out-of-town stores.
“Buy With Your Time” is a new experiment from the Swedish furniture giant which seeks to rectify the hassle many shoppers face travelling to and from Ikea stores, which by its own admission are commonly located “on the outskirts of cities”.
To claim their ‘time currency’, customers must simply show Ikea staff at the checkout their Google Maps timeline, proving how much time they have spent travelling to get there.
Ikea Dubai launched the campaign earlier this month, adding “time currency” prices for each of the 12,000 items in store based on the average Dubai salary.
“Before the birth of this campaign, we realised two things: time is precious today, and many loyal Ikea customers spend a significant chunk of it visiting our locations, which are sometimes away from the city centre,” an Ikea spokesperson said.
“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.”
The promotion is limited to Dubai currently, and coincides with the launch of a new Ikea store in Jebel Ali.