The IKEA experience is rooted in a belief
Tom Dougherty, CEO – Stealing Share
4 August 2016
IKEA is actually a destination – retailers take note
I am not much into indulging in the retail experience. I could care less about walking up and down aisles of loot, envisioning stuff I might want to have at home. Nope. I am the kind of guy that knows what I want to buy and strikes quickly on that impulse. No mess, no fuss. It’s an in and out shopping exploit.
Or I just go online.
“IKEA’s brand is rooted in the idea that a stylish home can be had by everyday people.”
Then there is IKEA. Sure, the company has had its share of bad press of late. (All of which could have been avoided by folks using the included strap and bolting to fix their dressers to the wall.) IKEA is an experience for me. Judging by my last venture there, it’s that way for most everyone who visits.
In the spirit of transparency, I should tell you that I worked on the IKEA brand many years ago. But I’m pleased to see that it has maintained a shopping experience so pleasant that it has become a destination for many.
IKEA’s parking lot is littered with moving vans and family cars with license plates from a multitude of states. Those same families file into the store cafe to fill up on a lunch or dinner – typically, beef or chicken meatballs – and follow that up with an hour or so jaunt through the store.
I have never been let down by IKEA, and neither have my family members. Just last week, I went with my son and his family. They came along looking for something fun to do, without any intention of buying. When we left, they spent just shy of $400 on goods for their home – and probably would have bought more if we had more room in the car.
IKEA functions according to an unwavering precept
At Stealing Share, we believe human behavior is driven by what we believe to be true about the world and ourselves. IKEA’s brand is rooted in the idea that a stylish home can be had by everyday people. So its stores showcase how that can be done.
It focuses on the little things: The maze-like design of the two-story structure, the kids’ playroom allowing parents to fully dive into the shopping experience and the offering of food and drink all contribute to its brand promise. It is a concierge service for those who normally can’t afford it. The belief is: “I believe I should be treated with respect for my lifestyle.”
While I only visit the store every year or so, when I go I always am expecting to buy something and to have a fun time doing it. I don’t know of any other retailer that holds such a place in my heart. What’s more, I don’t see that behavior of mine changing any time soon.
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