IKEA Alsulaiman is leaning into one of its most familiar shopper truths with Step Buy Step, a wellness-led in-store campaign that rewards customers for every extra step they take.
Launched on World Health Day 2026 in partnership with FP7 McCANN, the campaign invites IKEA Family members in Saudi Arabia to turn their store visits into something more active—and more rewarding.
The idea builds on a long-running cultural reality: a quick trip to IKEA rarely stays quick. With sprawling, maze-like showrooms, customers often find themselves taking extra laps, unexpected turns and extended detours. Step Buy Step embraces that behaviour and reframes it with purpose.
At participating stores, visitors are given a BRÄSLET step-counting bracelet at the entrance. As they move through the showroom, their steps are tracked. Those who reach 4,000 steps before checkout unlock a 10% discount on their final purchase.
The campaign arrives amid a broader push for healthier living in Saudi Arabia under Vision 2030’s Quality of Life Program, which promotes more active lifestyles through walking, sport and wellbeing initiatives. IKEA Alsulaiman positions Step Buy Step as its contribution to that movement, encouraging customers to move more during their everyday routines.
With Saudi residents previously reported to average around 3,800 steps a day, IKEA Alsulaiman saw an opportunity to reframe its store footprint as more than just a retail space. Instead of pushing back against the long-standing joke about getting lost in-store, the campaign turns it into a positive.
Every extra step, pause or detour becomes part of a more rewarding experience—both for customers and the brand. By linking movement to value, the campaign encourages deeper engagement with the IKEA journey while supporting the Kingdom’s broader ambition to build a more active, health-conscious society.
“At IKEA, we are always looking for meaningful ways to connect with people’s everyday lives,” said Rami Rihani, Chief Marketing and Communications Officer at Alsulaiman Group. “With Step Buy Step, we took a behaviour already synonymous with the IKEA experience and turned it into something more purposeful—one that encourages movement, rewards exploration and reflects the growing focus on healthier lifestyles in Saudi Arabia.”
Federico Fanti, Regional Chief Creative Officer at FP7 McCANN MENAT, added: “People already joke about the IKEA maze—the wandering, the unexpected detours, the extra steps. We wanted to spin it into something positive. Step Buy Step transforms a social gripe into a feel-good call to move more, turning every aisle into a small win for Saudi consumers and a meaningful boost for the brand.”
The activation is rolling out across Jeddah, Madina, Riyadh and Dhahran.
