Of course, this international retail giant doesn’t sell websites.
But they’re doing something right that we can learn from.
Their focus market has always been low to middle income consumers. The fact that more people around the world are slipping into those categories helps explain the company’s sustained growth, even in struggling countries like Italy and Greece.
Famously low prices and a very “customer-centric” culture are big parts of IKEA’s success (its name an acronym for the initials of founder Ingvar Kamprad, his farm Elmtaryd, and his county Agunnaryd). The franchise also demonstrates the strong appeal of thrift, functionality and world-class design.
Many people even enjoy the unpacking and assembly experience. The inept man’s DIY?
But wait, there’s more. Their store’s presentation approach should be adopted by anyone with a web site or marketing campaign.
Customers can walk through an IKEA showroom for over an hour without feeling tired and overloaded. They’re happy to follow the flow, eager to discover something they forgot they needed just around the bend. At the very least, they know they won’t need to look at anything unappealing. This look, feel and variety are integral parts of the IKEA brand and promise to consumers.
Compare that with huge furniture warehouse stores. You feel lost and confused within seconds of facing multiple islands of ugliness and overkill. You know the company only cares about your wallet. They’ve set up the showroom to part you and your money as quickly and economically (for them) as possible.
After just a few minutes, sensory overload sets in. You try to find something you can use hidden in all that overpriced, overstuffed and often ugly stuff.
Is your web site simple, entertaining and functional like an IKEA store? Or as cluttered, irrelevant and claustrophobic as a warehouse store?