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Before you enter the store
Some shop entrances generate interest in the street inviting people to enter and become
customers
Personnel
A single sales person initiated contact in a shop where the ratio of salespeople to customers was close to 1:1
In the busier establishments the ratio was more like 1:100
Products
All but one of the stores
missed the opportunity to use product layout to excite
staff and customers
Products
IKEA’s strategy aims to induce buyers to feel part of a process called experien'al shopping, through hundreds of inspira;onal displays of product combina;ons and interior design sugges;ons, which customers can touch, test and sample. In this way IKEA creates a strong emo;onal experience for its customers.
(Source: “Apple, IKEA and their Integrated Architecture” by D. Potente and E. Salvini)
Customers
Mostly families on a mission – stayed, on average, in the store for 45 mins (except IKEA where they stayed longer) – and made small purchases
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