As part of its larger sustainability strategy, IKEA's eco-focused London store is encouraging passersby to walk in, and the retailer will ship any purchases home

Swedish homegoods giant IKEA has been taking big leaps toward sustainability and bettering business practices for the environment, including the opening of its new sustainable London store. One of its latest efforts includes using advertisements that encourage consumers to walk to the location.

The advertising campaign is targeted specifically at increasing foot traffic to stores, with posters and signs featuring the exact number of steps from that point to the Greenwich IKEA. The campaign will last for six months and can be found at 80 locations around South East London.

The campaign also offers transit routes, supplied by Transport for London, for customers who can't make it to the nearest IKEA on foot. For anyone who arrives on foot and makes a purchase, as long as they live within 40 minutes of the store, IKEA will ship their new piece to their address for a discounted fee of £15.

IKEA

Swedish homegoods giant IKEA has been taking big leaps toward sustainability and bettering business practices for the environment, including the opening of its new sustainable London store. One of its latest efforts includes using advertisements that encourage consumers to walk to the location.

The advertising campaign is targeted specifically at increasing foot traffic to stores, with posters and signs featuring the exact number of steps from that point to the Greenwich IKEA. The campaign will last for six months and can be found at 80 locations around South East London.