The Swedish company, operated by Al-Futtaim in the UAE and North Africa, revealed last month its ‘co-worker for the day’ campaign.
IKEA’s idea was to use customers problem of being taken for a sales person when wearing a yellow t-shirt in its stores, as an opportunity to create an event during sales, temporarily strengthen its workforce, promote its new app and increase its customer loyalty.
Create an event during the sales
- The event took place at the IKEA Festival Plaza store (Jebel Ali), Saturday 29th January from 12 to 6 pm, which was the last weekend of Dubai Shopping Festival
- During this afternoon, any customer with a yellow t-shirt could become a ‘co-worker for the day’ and advise the other customers
Temporarily strengthen its workforce
- During this sales period the number of customers can increase by over 600%, so it was also the opportunity for the home furnishing company to boost its sales staff capacity
- The process was very quick as, additionally to the yellow t-shirt, the customers just needed to get a NFC co-worker card, check the safety instructions and download the IKEA UAE app
Promote its new app
- With this very simple process of temporary co-worker, IKEA aimed to demonstrate that its new app version (Apple store / Google play) allows to have the same knowledge as a company employee
- For instance using the bar code scanning function, it is possible to have more information about an item (features, availability, payment solutions, etc.). The app is also indicating the best deals within the store
Increase its customer loyalty
- The objective is also to develop the customer loyalty by giving to the ‘co-workers for the day’ the opportunity to meet the IKEA employees at the store restaurant or by rewarding them with a gift voucher after their participation
- This can be observed in the company’s communications with sentences like ‘join the IKEA co-worker’s family’ or ‘meet your colleague’
The campaign video
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