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Ikea Launches Life Improvement Initiative

To reiterate its recently established brand position as a retailer that’s more than simply a furniture store, Ikea has, for the third year, initiated a Life Improvement Project. The program provides consumers with ideas and inspiration to help them enhance their homes and lives, the company stated.

The year-long initiative encourages consumers to share what they do to improve their lives at home as they learn from the “life improvement tips of others,” the company announced. Ikea will contribute to a Save the Children educational program each time a consumer shares a project.

Anyone interested in contributing can visit to submit ideas and check out those shared by others. To submit a project, contributors choose a room of the home, and write a short description. They also can share photos or videos. A virtual Life Improvement House will populate the website, and Ikea will add to it as projects are submitted. Users can browse through the house for project ideas that might range from improving room organization to reducing household bills by switching out old bulbs in favor of energy-efficient light bulbs.

Efforts to support the program include Random Acts of Life, an initiative that has retailer surprising customers in locations outside of the store with free tokens of appreciation such as free early morning coffee or blue Ikea bags.  Customers can follow local Ikea store Twitter handles for clues about when and where the acts will take place, the company said.

In further support initiatives, Ikea will host its second BYOF event, a national in-store shopping day that provides brand fans with a day of store experiences to share with friends, as well as Life Improvement In-Store Seminars that offers shoppers at select stores information, inspiration and product suggestions to improve their living arrangements, the retailer said. The seminars begin in January 2013 with experts from Cooking Light, Family Circle and This Old House magazines hosting.