Everything is Relative

Ikea has found a creative way of tapping into consumer journey need states.

By reframing the cost of their furniture relative to everyday items, the furniture giant reinforces their affordability. Ikea Saudi Arabia changed its price tags and saw an 11.4% increase in sales in a year.

The concept is simple, one side of the price tag shows the monetary cost of an item, the other depicts the amount of everyday items (coffee, toothpaste) that the piece of furniture costs.

Why it’s hot?

– Rather than thinking of forking over hard cash, contextualizing the price of a long-life item to disposable no-brainer purchase can help convince the weary shopper.