IKEA`s Innovative Marketing Campaign: `Buy with Your Time`
| Case Code: MKTG462 Case Length: 7 Pages Period: 2020-2021 Pub Date: 2024 Teaching Note: Available |
Price: Rs.300 Organization : IKEA Industry :Furniture Retail Countries : United Arab Emirates Themes: Advertising & Promotion |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Ikea’s Various Marketing Campaigns
In 2018, IKEA Indonesia started a campaign to change the perception of Jakarta’s citizens about the distance of the IKEA store in Jakarta. Jakartans had the perception that the IKEA store was far away and out of reach thanks to heavy city traffic..
‘Buy With Your Time’ Campaign
In February 2020, IKEA launched its marketing campaign ‘Buy with your time’ (Refer to Exhibit II (A) and II (B)) for its new store at Jebel Ali, Dubai..
How ‘Buy With Your Time’ Works
IKEA stores that offered time currency had products with two prices mentioned on the price tag. One was the regular price and the second was the ‘time currency price’..
The Impact
Experts stated that time currency had completely changed the way customers bought goods. Time currency encouraged prospective..
Looking Ahead
Experts stated time currency was an innovative and effective marketing campaign by IKEA to increase footfall at its stores..
Exhibits
Exhibit I: IKEA’s Advertisement Video Related to ‘Buy with your Time’
Exhibit II (A): Diagrammatical Representation of How ‘Buy with Your Time’ Concept Work
Exhibit II (B): Diagrammatical Representation of How ‘Buy with Your Time’ Concept Work
Exhibit III: Price Tags of Various Products Showing Price in Dirham and Time Currency
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