Just a quick share. Ikea’s second hand campaign reaches customers on various levels:
1) Ikea displays to be in line with the growing sustainability notion of environmentally friendly products. In Ikea’s case through prolonging the products life cycle and thus reducing the immediate disposal. I am not going to start a discussion on the real sustainability of this; after all, environmental management is requires more than an extension of a product’s life to create measurable bottom line effects.
2) Increasing the number of touch points with existing costumers. Whilst the disposal of furniture is often a major hustle for customers; it has suddenly been made easier with the help of IKEA. By allowing customers to display their old furniture on IKEA web properties. The effect is manifold, customers get yet again in touch with the IKEA brand and receive a positive stimuli to purchase yet again IKEA but also, additional touch points are created with new customers to introduce them to the IKEA brand.