In an effort to drive in-store traffic, customer loyalty and Facebook likes as well as boost its brand image, IKEA is hosting an event in its stores called Bring Your Own Friends (BYOF) Day. The day-long event includes free meals, special discounts and gift card giveaways for customers who RSVP via Facebook. In addition, for every friend a customer invites over Facebook, the retailer will donate $1 to Save the Children, up to $50,000.

 

When users click the Bring Your Own Friends tab on the IKEA Facebook page, they are brought to a page that explains the details of the event, including a countdown to the day of the event, which is Saturday, Jan. 14. Scrolling through the page, users are encouraged to RSVP for the event, invite friends and use the planning tool to plan events to participate in throughout the day, as well as write out a shopping list.

 

When signing up for the event, users are asked to submit their first name, last name and e-mail address, allowing IKEA to gain customer information that the retailer can use to contact customers with future events and promotions. Friends who are invited can also RSVP, therefore submitting their information as well and building the retailers' customer database.