Ikea Ignites Desire through Ideas
Store Display Units Encourage a Home-Furnishing Overhaul
Ikea's unit displays are breeding grounds for inspiration, ideas and sales. Learn how Ikea sells its concepts just by presentation of its furniture.
Walking into a typical Ikea outlet is like walking into many units of different dream homes just by taking a stroll down their well-lit lanes. Ikea's presentation of furniture communicates several messages to the consumer - to invoke inspiration, ideas, and a desire to purchase. This is how Ikea does it.
Attractive Presentation of Products
Ikea's display units are attractive. The way each small compartment is designed balances colours, fabrics, shapes and textures to give the "room" they intend to communicate a restful and uncluttered look. These display units are the dream getaways for the lay-shopper from their own unruly, mismatched, uncoordinated rooms in their own house. Ikea's presentation is everything - it is not unusual to see shoppers lounging in their living rooms, walking around their kitchens, opening cupboards in their bedrooms and inspecting the sink in the bathroom - everything is just so attractive.
Consumers Are Interested in Concepts
The new generation of consumers are those who are most likely to be in need of furniture. Generation Y are the more intelligent, conscientous, Internet-savvy shoppers who think conceptually rather than emotionally. They are not easily swayed by frivolous advertising but look at the practicality of goods and services.
When Ikea displays its living rooms, dinings, bedrooms, kitchens and restrooms the way they do, the new lease of consumers are interested in the concepts they have to offer. For Generation Y shoppers, a television cabinet is just another cabinet unless it has built-in racks to stack up their VCDs or CDs. A bedroom set is more practical if it would allow them to save space. Serving dinner would be easier if kitchen units can double up as dining areas. Ikea presents to the shopper a chance to live practically through their different concepts - they do not just display furniture - they display the Ikea brand as a way of life.
Ikea Communicates with its Consumers
Ikea demonstrates a keen understanding of its consumers' needs and wants. For example, all items that are designed for children are proved to be child proof. In fact, if you walk around the store, you will find other child-proofing tools that can be used around the house - such as door stoppers.
They also incorporate other important elements of today's living into their interior decoration ideas. Storage is an important requirement for furniture shoppers - the more spacious a room is, the more likely it will be perceived as a comfortable room of the house. Additionally, Ikea's range of displays cover the wide diversity of consumer preferences. The Ikea brand caters to consumers who prefer the modern, chic look; largely English / Victorian ambience; the colourful and retro rainbow; and even the slightly more Asian / Balinese concepts.
Subtle Marketing of Related Products
In between display units, Ikea uses subtle push marketing to promote good-to-go products. These include picture frames, kitchen ware, trailing gangs, stationery, home tools and even candles that may or may not be part and parcel of the adjacent display units. This in itself instigates desire for a purchase, sometimes just to bring something home from the Ikea experience.
Products Beyond the Store
Ikea provides the final marketing push even as its customers exit their display halls. Their restaurant, baby changing rooms and even restrooms are fully furnished with their dining tables and chairs, mirrors and lights, disposal bins and changing mats - even their play section is home to their toys and crafts. Consumers are able to see Ikea's products "in action" even beyond the displays.
