GoGet staff will register new users wanting to use its cars and vans at Ikea’s Homebush store in Sydney
Photo: Louie Douvis
Retailer IKEA and car sharing company GoGet are expanding their partnership after the success of offering GoGet vans at the IKEA Tempe store in Sydney and running a GoGet membership drive to IKEA’s loyalty club.
The GoGet member newsletter on Friday says the company has two Hiace vans and an i30 wagon at the Ikea Homebush Bay Drive store, also in Sydney, which have been available since Australia Day.
The deal extends the partnership announced in December to a second store. The original arrangement involved GoGet providing 10 branded vans plus 14 reserved parking spots for GoGet cars in the car park of the IKEA Tempe store.
The GoGet member newsletter describes a “great response” to the vans at Tempe and GoGet marketing director Richard Tourino told BRW there had been more than 300 bookings of the new vans in the past six weeks.
Crucially, Tourino says about 500 new members had joined GoGet as a result of the IKEA partnership - three out of five via an email to IKEA’s loyalty club members in the local area and the rest in store.
“From GoGet’s point of view, it’s great exposure for the brand,” he says.
IKEA PR manager Angela McCann says the partnership has been “extremely successful” and the retailer supported it through marketing activity, including the IKEA website, social media and the email newsletter.
GoGet now has 1100 vehicles and 26,000 members, in Sydney, Melbourne, Adelaide and Brisbane, according to Tourino. GoGet chief executive Tristan Sender has said previously that the membership is increasing 50 per cent year on year.
GoGet staff are stationed just past the checkouts in the Tempe store for a trial period that’s set to end on February 10. Tourino says GoGet executives will be meeting IKEA managers later this week to discuss options but it is “very important” for it to continue in some form.
GoGet staff will be signing up new members just past the checkouts at the Homebush Bay Drive store for a limited time as well.
The two companies are also running a promotion giving away IKEA’s famous Swedish meatballs to GoGet members visiting the Homebush Bay Drive store on a weekday.
The Homebush Bay Drive launch is on a smaller scale than Tempe with three vans instead of 10. Tourino says this is because there is “less sense of urgency” now that the busy Christmas and summer sale season has passed and it can afford to scale up slowly. McCann adds that the availability of space at Rhodes Shopping Centre carpark is also a consideration.
When the partnership was first announced in December, McCann said the purpose for IKEA was to enhance its service to customers. Arguably, it also helps position the retailer as a socially responsible corporate citizen.
IKEA approached GoGet for the initial deal. The Swedish retail giant also offers car sharing through partnerships with GoGet’s counterparts in France, Switzerland, Canada and the United States.
GoGet, owned by Carshare Australia, was founded five years ago and is part of a growing business trend called collaborative consumption, whereby consumers share a pooled resource. Overseas counterparts include US-based ZipCar.
Some GoGet vehicles are parked on suburban streets, while others are in central parking stations. Members book online or by phone and pay a monthly membership fee and pay by the hour when they use a car.