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Ikea: following the customer from the entry to the exit of the store

September 23, 2017

Tags: Customer experience, Marketing, Retail, Shopping, innovation

by Hannah Maussang

Today, the retail innovation is more and more oriented to the interactivity and the entertainment, through a path that we could easily define a journey inside the store

The journey experience in store must be thoroughly more entertaining than the one offered online, to push the customer in moving from his chair and coming to your shop.

Building a good retail experience means taking into consideration the whole in-store interaction journey; from the point the customers looks at the store windows to the check-out.

The path of the customer inside the store

Is vital to create an effective communication, through a bright clean signage and a kind of exposition that makes the products easy to find.

If a customer can’t find a product or service, he or she will never buy it.

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Among the main actions to make the in-store experience effective there are:

  • The good customer flows management through specific paths, made to avoid crowds and to facilitate the products sight.
  • A well-structured and entertaining queue, where large-scale consumption products and cheap items are displayed, to tempt the bored customer.
  • Colours, signage, floor stickers guarantee less confusion. For example, IKEA uses a labyrinth-type path in its stores: a fascinating strategy to attract the client and “force” him to look at all the products, holding him into the shop.


Helping a customer inside the store

Offering the customer to test the product is a great way to help him engaging with the brand, or even learning product features through interactive touch screens.

Again, IKEA is pioneer in this “try before buy” strategy, as it makes all its products available to test in a familiar environment.
IKEA also makes up live demonstrations (here the example with a chair).

           

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At the end of the journey, during a break, displays near the check-out aim to catch, for the last time, the eye of the customer. They offer him the possibility to choose an “easy” and affordable product.

The customer experience is crucial in every step of the journey: from the entry to the exit of the store.

Hannah Maussang

Written by Hannah Maussang

Social Media & Content Marketing

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