the well-known adage, “Time is cash.” Now, at IKEA Dubai, it interprets to actual foreign money.
Sure, you learn that proper. Beginning this month, IKEA Dubai is operating a marketing campaign that permits consumers to spend their time at the highway to IKEA as foreign money.
The entire buyer must do is display IKEA checkout personnel their Google Maps timeline. The app main points how a lot time they’ve spent travelling to IKEA shops which will then be redeemed for merchandise.
Watch the video underneath to peer it in motion.
For the instant, this leading edge promotion is specific to IKEA Dubai. And, it kind of feels to be a part of efforts to drum up visits to its new megastore at Jebel Ali. The port the town is positioned 35 kilometres (22 miles) southwest of Dubai.
Google approximates a riding time of 31 mins from Dubai to Jebel Ali. Because of this, consumers might get nearly 3 KNOPPANG frames from this unmarried go back and forth. Candy?
IKEA Dubai runs first-of-its-kind marketing campaign
The savvy marketer named the marketing campaign “Purchase With Your Time”. And it’s perhaps born from consumers’ gripe relating to trip distances. Maximum IKEA shops are positioned at the outskirts of primary towns and for plenty of, a go back and forth to IKEA equals an entire day long gone.
For this promotion, IKEA has added “time foreign money” costs for each merchandise in its Dubai shops along the standard costs. The “time foreign money” is calculated in accordance with the typical Dubai wage.
At a look, consumers can see how a lot time foreign money or common dirhams they’ll want to purchase the article.
“Earlier than the beginning of this marketing campaign, we realised two issues: time is treasured nowadays, and plenty of dependable IKEA consumers spend a vital chew of it visiting our places, which might be once in a while clear of town centre,” mentioned an IKEA spokesperson to Forbes. “We expect it’s simplest proper to praise our consumers’ efforts via repaying them for the time spent attaining us. It’s our approach of serving to the Dubai group take advantage of each minute.”
Whilst I laud IKEA Dubai’s inventive effort in launching an unheard-of promotion, the marketing campaign makes me really feel unhappy. Severely, to have a price ticket on our time takes the joys clear of buying groceries, no? nine hours 25 minutes for a HATTEFJÄLL chair? My lifestyles will have to be higher spent!
Additionally, it brings to thoughts a haunting 2011 Justin Timberlake film. (Any person noticed that?) Within the film, In Time, without equal foreign money is time. Most likely it all the time has been — we trade our time for a salary. Now, seeing it on a price ticket offers me the goosebumps.
Alternatively, you’ll have other tackle it. What are you perspectives? Would you wish to have your native IKEA to run this marketing campaign?