Time is money - especially if you are an IKEA customer in Dubai. A new 'Buy With Your Time' campaign allows customers to discount products based on the distance travelled to the store.
IKEA said that since many people spend a lot of time travelling to their nearest store, it wanted to reward this brand loyalty.
Under the 'Buy With Your Time' initiative, IKEA said it has changed its product prices into 'time currency' prices based on the average Dubai salary. Customers are able to buy products with all the time they have spent over the years travelling to IKEA.
Using Google Maps Timeline, a function that records past routes taken, customers are able to show how many minutes they have spent on previous IKEA journeys.
This accumulated time is converted into currency to allow customers to spend it on IKEA products.
"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. 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," IKEA said in a statement.