The more time customers spend travelling to IKEA, the more they can buy. IKEA Dubai is running a campaign that will allow customers to spend their time as a currency, simply by showing IKEA checkout staff their Google Maps timeline, which proves how much time they’ve spent travelling to IKEA stores. The “Buy With Your Time,” campaign lets shoppers purchase products with currency accumulated on the basis of their travel time to the store.
At this stage, the initiative is only operating in Dubai, with one hour of travel adding up to AED 105 (about $28), based on the average Dubai salary. Working on IKEA’s Dubai prices, though, this means shoppers traveling for 49 minutes could net a free Lack coffee table, while a longer one hour and 55-minute trip would be the equivalent of a Billy bookcase. Even a five minute trip is good for a veggie hotdog.