Rashida
When you think about furniture, one brand that comes to mind is IKEA, and once you start thinking about IKEA you can easily envision their giant warehouse-esque stores and the massive food court. If you step inside one, it will be really difficult to leave without buying something.
Yeah, that’s not an accident. IKEA knows exactly what they are doing, and they are marketing geniuses.
Here are some of their secrets.
IKEA Is An Experience
The #1 key to IKEA’s marketing success is that they have built an experience. Shopping at IKEA is about much more than the physical products, it’s an entire event. Amidst the food court, kid’s play area, and dozens of cute rooms, IKEA is a whole experience. You may come for some other reason entirely, yet end up making some purchases. Many other brands have demonstrated the value of providing an experience. Take McDonald’s and their playrooms as another example.
Strong Brand Identity
IKEA carved itself a clear brand identity. When you hear the name all five senses are activated by sounds, smells, colors, and aesthetics that are undoubtedly IKEA. Being so recognizable keeps them at the forefront of people’s minds and makes any other marketing they do memorable.
They Study Customers
All of IKEA’s marketing and store design is based on in-depth customer research. IKEA speaks directly with its customers and learns about its problems from that feedback. All decisions the brand makes are based on the real-life experiences of their ideal customers, not just generic data.
Impeccable Store Layout
IKEA’s stores are well-crafted mazes, meant to keep you winding through them. There’s no “quick trip” to IKEA, and once you’re in you’re probably going to buy. First of all, there is a set entrance and exit, once you enter you cannot go back out without walking all the way around the entire place. That means walking through every expertly-designed and heavily inspiring showroom. You see the kitchen you’re dying to have, a couch you never knew you needed, and every accessory imaginable all for an absolute steal.
See something small you loved in the showroom like a gadget or piece of art? Well, you’re going to toss it in your cart because getting back to that spot in the maze is a hassle.
Riiiggght when you start to get a little tired, thirsty, and restless you’re at the cafeteria. You don’t even need to leave the store to eat, it’s all right there. After your break, now you are fueled and happy enough to get to the warehouse area with the flat-packed furniture that nearly anyone can leverage into their cart. Then, of course, the little trinkets and sale items pop up with enticing reduced price tags.
Finally, you make it to check out with probably many more items than you planned on getting. IKEA, and its brilliant marketing, got you again.
