Circular economy and ecological and economic awareness are trending, and IKEA is stepping up to the challenge. With the relaunch of the Circular Hub.Leveraging its large volume of product returns, the Circular Hub has great potential to scale as a cornerstone for sustainable consumption. Using IKEA's consumers database, we launched a promotion that rewards customers who are environmentally 'conscious' and 'committed to responsible consumption', or might be people who don't buy often, or simple didn't buy in years.
With this data we build an interactive experience, in which IKEA allowed users to discover how circular their purchasing habits are, with customized data tailored to their shopping activity, or inactivity.
Additionally, we encouraged customers to restock items they hadn’t purchased in years—such as cutlery, sheets, or towels—by offering exclusive discounts for use in the Circular Hub or IKEA stores.