IKEA to enable customers pay for goods using time in Dubai

In February 2020, IKEA Dubai will be running a campaign that allows customers to spend their time as a currency, simply by showing IKEA checkout staff their Google Maps timeline, which proves how much time they have spent travelling to IKEA stores.

Timed to coincide with the opening of a new store in Jebel Ali, this new campaign encourages potential customers to visit IKEA more frequently, so that they can notch up more time spent travelling to IKEA's outlets, according to Forbes.

Dubbed ‘Buy With Your Time’, the idea behind the new promotion is that customers usually spend an inordinate amount of time travelling to IKEA outlets, usually because said outlets reside on the outskirts of towns. In view of this, IKEA has added ‘time currency’ prices for every item in its Dubai stores, which are based on the average Dubai salary.