Nearly 20% of shoppers in Denmark ride bicycles to the store. Carrying home larger purchases, then, can be a problem. IKEA came up with a way to make things easier on customers.

Teaming up with bicycle manufacturer, Velorbis, IKEA offers customers temporary use of free trailer bikes and carts. For a small refundable deposit, customers can haul goods home in an environmentally-friendly way.

Besides helping customers manage purchases, IKEA’s logo-rich bike trailers also function as moving billboards.

By understanding its customer and the pitfalls of its shopping experience, IKEA has been able to make lemonade from lemons. Rather than lose sales, the furniture giant has found a way to better serve its customers and itself.

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