IKEA Umbrellas Cost LESS on Rainy Days
Ron Kaufman writes about how IKEA prices their over-size umbrellas.
[tease]
At IKEA — the furniture store — oversized umbrellas sit near the check-out.
The umbrellas are huge (3 people can fit underneath), colorful (in IKEA’s signature blue and yellow with a big company logo), and made of good quality materials (strong cloth, steel shaft, large wooden handle). Exactly the kind of umbrella you want to carry when it’s raining.
A small sign hangs nearby:
IKEA UMBRELLAS
Sunny Day .... $ 10
Rainy Day .... $ 3
What a clever (if counterintuitive) marketing idea