WHAT IT IS?
IKEA Sleepovers are a personalized experience where lucky IKEA Family members or giveaway winners spend a night in-store, testing beds and enjoying live performances, turning shopping into a true experience economy moment.
IKEA came up with this idea after noticing a Facebook group called Sleeping in IKEA. They started doing these sleepovers in 2011 in the UK, and after the success, the concept expanded to countries like Hong Kong, Latvia, the United States, and Malaysia. It’s a unique event, only offered during special promotions, and not available everywhere — which makes it even more special.
WHY IT´S COOL?
It’s exclusive, and social-media-ready: guests sleep in showrooms, try products firsthand, and share the fun online. IKEA transforms its store into a memorable experience.
By selling a unique, memorable experience, IKEA encourages fans to join the IKEA Family and increase their social media presence.
WHY IT HAS FUTURE GROWTH POTENTIAL?
These events increase customer loyalty, generate unforgettable experiences and scale globally, they increase their followers on social media by doing giveaways to give everyone the opportunity to experience this magical sleepover. IKEA moves from selling furniture to selling experiences that create emotional value, a growing trend in the experience economy.
Links:
- IKEA Unlocks Its Doors at Midnight for an Epic Sleepover Adventure
- Ikea Hong Kong is hosting a sleepover party this summer
- Over 60 Lucky Malaysians Spend the Night in IKEA at First Ever Nationwide IKEA Sleepover
RAYAN AL SHARIF
Science of the Time
tato (Glauco)
Sofia Flores Abrantes Prado
Eva Jannat
George Stefan Poponet
Luisa Fernanda Raigozo Rey
Dinara K