Ikea’s 5c bags - environmental protection or customer inconvenience

I have a problem with corporations trying to impose their green ideology on customers. Not only it is bad, but I think it is unethical. First to clear up misunderstandings – I am as aware of environment as anyone else. I care about it – I drive a four cylinder car; I separate recyclable from bio-degradable; I plant and care for trees (whatever can fit in our small patio space) and I am generally aware of global-warming. I am NOT an environmental tree-hugger. I am pro customer.

Over the weekend we were at an IKEA store and as we were getting ready to checkout, there were no free bags. Only paper sheets! The plastic carry bags were now available for 5 cents a piece. The main message was, ‘We care about the environment, so you should too’. We will donate the monies –whether you like it or not.

From a marketing point of view – this is a bad move. Customers are not stupid. While not many people complain, but the underlying feeling is Ikea is just trying to improve their margins. Previously, the bags were paid for by the margins on the products. Now it is a burden on the customers.

It would have been nice, if Ikea had announced for a period of time that free-bags were being phased out; now environment- friendly ones will cost monies; And the savings are being passed on to customers. Not only would this have earned them a lot of goodwill, but it would have helped spread the message in a very effective way.

It is still not too late – they should either revamp their marketing department and/or hire a better agency!

Ram.
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