If you think marketing isn’t where you should be spending your money at the moment, think again, I saw the power of cleaver marketing working its magic.
I went to a new IKEA store opened in Ireland. Now we are in a real pre-boom period in Ireland, people are cutting back in so many areas, buying cheaper soap, not going to the pub, holidays are shorter and cheaper, but you would never have guessed any of that if you were at IKEA.
It was packed, from the restaurant that serves real value food, with signs up everywhere asking you to help them keep their costs down by clearing up, to every inch of this amazing shop.
My husband accompanied me, and he laughed when he realized I was more interested in the system that IKEA uses, than the products.
Its so clever, its sucks you in, displays of real rooms and small apartments make you feel like it could be your home, to such a range of chairs, couches, beds, lamps and kitchens. From 2 to hundreds, there is something for everyone’s budget. The children’s area will tempt the best of children to beg for the beautiful furniture and toys for the rooms at home, so if you want to spend an hour without them, guess what IKEA has set up a free child care/play area for parents. You can breastfeed in a quiet area, watch your children play while you tuck into yet another coffee and cake while you read the catalog ringing things to buy… What a shop.
I think it’s the ideal experience in retail, and I want to build a website to do the same. Have areas to get information, friendly staff to help you, look at your ideas in 3D, offer you great tidbits of advice that you can use, loads of color, places to sit on chairs before you think of buying, telling you all the options and a range of prices to make sure you part with your well earned cash.
You don’t mind walking from the far car park, waiting in queues, tiding up after lunch, drinking OK coffee and even going to hunt down your furniture in a very large warehouse, all because you think IKEA really cares about you and is working to keep the prices low.
I also know that they never had to do large adverts, we knew they were coming, you could see them, other business were set up to help you build your flat pack furniture and the signs on the freeway were where to go to get to IKEA.
What a marketer, they are in my books brilliant.
What can you do to be more like them?
If you have any comments I would love to hear them, http://www.007helen.wordpress.com/.