IKEA Dubai Launches A Promotion With A New Currency: Time

  • February 18, 2020 at 5:13 PM EST
  • By Bryan Wassel
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IKEA Dubai is running a promotion that lets customers spend their time as money, according to Forbes. Shoppers can show associates their Google Maps timeline at checkout to be credited for the amount of time they spent traveling to IKEA stores, with the discount pegged to the average Dubai salary.

The “Buy With Your Time” campaign coincides with the opening of a new store in Jebel Ali, and is designed to encourage shoppers to visit the stores more frequently. The promotion also lets shoppers pay for products using the time they’ve spent traveling to IKEA before the program launched, encouraging them to browse the stores and find ways to spend their earned points.

“Before the birth of this campaign, we realized 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 center,” said an IKEA spokesperson in an interview with Forbes. “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.”

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