Today, I went to IKEA to buy some stuff which is needed in my life.
Actually, I went there yesterday too, so the price I paid became pretty high. Here’s the anxiousness for my life, in addition to my jobless. Although I can use excuse all I have to do now is studying.
Anyway, IKEA’s stuffs are good for me due to well designed products and affordable price.
In this connection, I went to furniture shop, which is small old style and owner of which is old female, to buy a sheets and pillow case.
I really realized that these old small shops’ products aren’t only well design but not so cheap that they won’t be able to manage the shop with such a big American retailer such as WALMART, IKEA, BEST BUY, and so forth.
As we know, in those days, there are well-used words such as innovation. And some other words are usually used with this word, innovation. What is it?
One of them is “EXPERIENCE”.
IKEA completely adopts a new selling style as EXPERIENCE.
In addition, IKEA’s competitive edge isn’t only selling style but also the price, and above all design. Without deep estimation, IKEA’s positioning seems very tough.
And here is what I found thing through my purchase in IKEA store.
I think the relation between price and quality of product is well-thought out for human desire of purchase.
According to Marketing published by the Mc-Graw Hill companies, consumer purchase decision process includes problem recognition, information search, evaluation alternatives, purchase decision, and post purchase behavior.
On the other hand, referring to Roland Hall of the United States, process of "consumption behavior" is defined as AIDMA that including Attention, Interest, Desire, Memory, and Action.
IKEA can complete the process that is Roland’s one in the store.
1. Attention
The price as selling point can be attention of needs; actually IKEA has feature products each area.
I can call these products “opening”.
2. Interest
Whole IKEA’s products are well designed even cheap products.
This is points. There are lots of products that are pretty cool for the price. People begin to think that it is so affordable and well design so that I can buy this product without evaluation of alternatives.
That’s right, there are some criterion of products price and quality as past stored memories. But if “opening” products can beat them, interest for thing would be made in people’s mind.
3. Desire
There is a large variety of products in the store. If you interest some cheapest lightning stuff, you can choose other products which are better designed and little more expensive. These distances of quality and price are well-thought-out to make customer leave cheapest product for other products because of desire for better design.
4. Memory
This stage isn’t clear for me.
If there are some devices to make memorizing easy, it can be the name of products or the divided booths into selling floor and model room floor. Customers have to watch the products twice because of two kind floors.
5. Action
I think there isn’t particularly the trigger as to make customer purchase in IKEA store except price and design.
I couldn’t recognize what the mechanism of purchasing in the store is effective or not.
One of my criteria to decide to buy is bother that I have to come here again or find other staff if I don’t buy right now. The location is far from downtown and it takes a pretty much time to get there.
Bad location could be the one of the trigger…without web selling?
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Usually, “opening” products as bait to call the customer is used lots of retailer.
But, these products have to be related to other products which retailer really wants to sell.
And differentiation between opening products and really selling products must be defined noticeably.
Almost people have desire to live in design house or room, although they don’t have sense to imagine how room they want to live and select design furniture.
Thus, retailers have to teach customer what they need and how the products will make an experience after purchase to customer.
Through various aspects, we can find that IKEA has lots of strategies which are effective and strong.
I want to go there again to buy some stuff. Maybe I became a fun of the company that offers such affordable products!
I support IKEA and I will buy some furniture when I go back to my country Osaka!