Our second learning assignment these weeks is about understanding ideals. The task is to visit a popular store, and find answers some questions about the brand. I have chosen Ikea for this assignment. Due to the current Covid-19 situation in the world, and in Norway, I have decided to not go into the stores per now, I’ll probably do an update next time I visit an Ikea store(could be a while.) So this assignment is done based on their website and store, as well as my memories from visiting the store.
In 1943, the 17 year old Ingvar Kamprad founded Ikea, in Småland, Sweden. The name Ikea is an acronym based on the initials of Ingvar Kamprad, Elmtaryd – his childhood farm, and Agunnaryd – the nearby village.
Looking at Ikeas business idea, they have the following to say: «And for everyone that has visited IKEA, our business idea is pretty obvious – “to offer a wide range of well-designed, functional home furnishing products at prices so low, that as many people as possible will be able to afford them.”»
What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
The Ikea logo is a good example that simple is powerful. A blue rectangle as a background, the same blue color used for the sturdy capital letters, and a yellow oval frame. The yellow and blue, which are two of our three primary colors, is also the colors of the Swedish flag. This makes the logo a subtle hint about their proud background from Sweden. Blue is a color that we often associate with depth, trust and stability, yellow is seen to be a color for happiness, loyalty and freshness. Together these colors project trust, stability, loyalty and joy to us.
What do you think their brand ideal is?
Ikea wants to make good furniture at prices many people can afford. They keep their prices affordable by combining design, quality, function, value and sustainability. Most of the products are in flat packs, and ready to be brought home from the warehouses.
How do they remain true to their brand ideal within their shops?
At Ikea you find a wide selection of home goods, in a big price range, making it possible for everyone to find something new and modern for their home.
They have different sections in the warehouses, down to single products, in the living room section you find the armchairs together, which makes it easier to compare and find the one suitable for you. The area of the Ikea warehouse, you almost go through a planned maze, leading you all sections until you end up at the cash register. In the warehouses you find signs telling you where you are heading, you find maps, and they have placed workers station (help desks) and search engines around the warehouse, so you can easily find out where you need to go. For those wanting to just run through and grab the things they need, they have conveniently placed short-cuts between different sections. This also help us who tend to forget things we were supposed to buy, and need to go back. For the ones really in a hurry, you can order your stuff in advance, and they will be ready to pick up when you arrive. You can buy online as well, and pick it up at the post office or have it delivered to your house, depending on size and needs.
If you want to make a day of your Ikea trip, they have a restaurant/lounge area, normally placed in the middle of the warehouse, great for a break and something to eat before you continue planning for your home. Here you can buy dinner, like their famous swedish meatballs, grab a sandwich, or maybe some desserts. You can also just relax in a sofa, and even charge your phone before going back to shopping. The nice thing about these areas is that they are similar, actually almost alike across stores, so you can relax instantly, in the familiar feeling you get, even when going to a new Ikea.
In the Ikea warehouse you also walk by different environments. They build up rooms in all kinds of styles, which communicates to different target groups. You can find rooms expanding from a stylish lounge, walking past a romantic bedroom, and ending up by the modern kitchen of your dreams. These rooms, and sometimes combined rooms to look like small apartments, are filled with great ideas and practical solutions for our homes. They present the items with tags telling you the price, and where to find the objects. You actually get details all the way down to the color code of the walls.
Both in-store and online you get to meet their designers or workers in «small interviews» or presentations on posters and on their webpage. This helps us understand and get to know the thought behind the product, and even builds a stronger bond with customers.
Ikea is quite good at communicating without having to talk person to person. All around their warehouse you find little folders or posters with tips on combinations or use for their products. We also find information about the sustainable choices they make while designing, producing and transporting their products.
Evaluate the customer experience according to the brand ideal.
Ikea has a loyalty program, called «Ikea Family,» this builds trust and engagement, and their customers who are members, get special prices and deals from time to time.
With their restaurant inside the warehouse, the small cafeteria after the cash registers,, several contact points through the warehouse and the childcare where kids can play and have fun while their parents shop, Ikea shows us that they care about us, and our experience as their guests. They help us with our needs to make our shopping trip as pleasant as possible.
Ikea tells us that it’s OK to change your mind! And usually offers a return for unopened and unused goods within 365 days. (Right now during covid-19, they have temporary stopped this, but adds the down period to the 365 days.)
The people working at Ikea is helpful and friendly, they help you with how to find products, reserve products that you can pick up, or helps you with any other questions you might run into going through the warehouse. Here you can also get help drawing the kitchen of your dreams, or maybe the ultimate wall cabinets for your living room.
Evaluate the visual display of the products according to the brand ideal.
Going through the warehouse, dreaming about the different set up in the rooms you pass, you notice that the warehouse is built up by first presenting the rooms and their big items, which is needs to be picked up either after you have paid, or in the self service section before the cash register. The closer you get to the cash register, the smaller and more decorative items. You’ll go past kitchen equipment, bedding, frames and photos, lamps and rugs before reaching your destiny of payment. And on the way you have probably have picked up some napkins, straws and scented candles, that you absolutely did not need. But it will contribute well with the new cozy look you are inspired to add to your home, after a walk through the warehouse.
Sources:
Trubadilje 