IKEA Positions Itself as a Culinary Brand Via RFID
IKEA has never been a conventional retailer so when it activated a food-inspired pop-up, “Break the Rules” was a fitting theme for both the experience and the brand. Attendees were encouraged to rebel against traditional food “rules,” helping IKEA to position itself as a brand that inspires exploration and fun with food. Offering a tech-powered shopping experience that aligned with its simplistic design, IKEA even broke customary shopping habits in an effort to shake up consumers’ expectations of the brand.
Upon entering the pop-up, visitors grabbed a wooden spoon enabled with an RFID tag. By tapping the spoon on a sign next to each product they wished to select, consumers could either add items to a virtual shopping list or have recipes and cooking tips sent directly to their email account. Shoppers used the spoon throughout six interactive rooms where they could sample and add IKEA food products to their virtual carts.
At the checkout counter, consumers used the spoon to tap another low frequency RFID reader, which prompted an adjacent touchscreen to display the list of products they had selected, and an option to pay with credit or debit appeared. Following the sale, a staffer delivered the items to the shopper.
The experience generated 46,650 taps, $28,424.18 and plenty of requests to see the technology used in permanent IKEA locations. We’d call that a recipe for success.