Ikea’s ‘Store in a Box’ promotion creates a sensory experience for members of its Family Program. Whilst most of the products included in the offer remain a mystery, a limited-edition meatball-scented candle has made headlines. Additional key items are likely to be rugs, cushions, and plant pots, as Ikea aims to recreate the experience of visiting a store through elements of surprise. The competition is designed to delight loyal members by offering 'more recognizable pieces of an Ikea store for lucky winners to bring home'. In total, 986 winners will be rewarded with the full package and a further 1,925 will win the novelty candle.

By targeting its loyal customer base, Ikea has found an opportunity to recognize its most valuable shoppers, fulfiling a desire for special rewards and strengthening a connection to the brand. This works particularly well for consumers on the lookout for ways to stay ahead, making them feel valued and giving them content to boast about. By rewarding customers with surprise and delight through special, or perhaps secretive, offers, brand can trigger limited-edition hype and also uplift buyers' moods. Ikea’s choice to evoke nostalgic feelings of the in-store experience through the meatball scent comes after the pandemic sparked a new wave of shopping online. With the retail landscape altered, there’s an opportunity to merge on- and offline experiences.