IKEA Dubai has launched a campaign called “Buy With Your Time” where customers can pay for goods using the time they’ve spent travelling to IKEA stores. By showing their Google Maps timeline to the checkout staff, customers can use their accumulated travel time as a currency. This campaign aims to encourage customers to visit IKEA more frequently and spend more time in the stores, ultimately leading to increased purchases. The prices of products are based on the average Dubai salary, and customers can use both dirhams and time currency to make purchases. While this promotion presents a significant change in consumer behavior and brand loyalty, it also raises concerns about privacy and the increasing commodification of time.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| IKEA allows customers to pay with time | Change in purchasing behavior | More companies adopting time as currency | Encouraging brand loyalty and increased consumer spending |
| Google Maps tracks customer travel | Normalization of surveillance for rewards | Increased acceptance of surveillance for benefits | Desire for convenience and rewards |
| Promotion encourages more time spent at IKEA | Increased consumer devotion to brands | Greater emphasis on materialism and consumerism | Drive for increased sales and profits |
| Potential for other companies to adopt time as currency | Shift in payment methods | More companies using time as a form of payment | Desire to engage and incentivize customers |