Few days ago, on the 1st of November, I visited within the Marketing Project excursion IKEA store, which is situated in Haparanda, Sweden. It has been my second IKEA visit in my life, so let me tell you my feelings and experiences about this store, visual marketing, communication and also about services providing to the customers.
At the beginning I would like to introduce IKEA shortly. With 202 stores in 32 countries is ranked to the biggest and most famous retailer with focus on designing and selling furniture, appliances and home accessories nowadays. Every day IKEA stores visit about 1 million customers and it has about 84,000 co-workers to cover their demand.
The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.
After walking through main entrance you are absorbed by information point of possibilities in IKEA. There you can get the newest catalogue of products, some brochures, advertising and also the stuff needed to measuring and marking the products you want to buy. After following the arrows and walking next to boxes, where you can let you staff locked, you get to fully furnished bedrooms, kitchens, dining and living rooms.
Visual marketing is one of the key factors of IKEA successfulness. You can buy there modern and useful products for very good prices, but the most important thing is the way how it is offered. You can get inspired about the materials, design, and placement of the furniture, can see and try it in real time and proper place. The visual marketing is made by professionals, every decoration and component from the picture on the wall to the style and intensity of lights are chosen very thoughtfully. I think it presents the vision and business idea of offering a wide range well-designed, functional home furnishing products at low prices in very good way. On several places you can find the information points with IKEA employees, who will help you when needed.
In the middle of the store is situated IKEA Restaurant, the second key factor of IKEA successfulness. There is possibility to let your shopping basket in special parking and get some tasty meal or drink from wide menu, what is advertised on many places in the store. IKEA restaurant is in detail furnished by its own brand, so also here is possibility to try and see how useful and well-designed these products are.
IKEA is not completely perfect. It irritates me to hear it said that IKEA is the best company in the world. We are going the right way to becoming it but we are not there yet.
IKEA is simply sad well-made showroom of visual marketing, following its vision to create a better everyday life for the many people in perfect way.