1 million store visits a year I would not go into an IKEA store to save my life or yours. There is nothing about the IKEA experience that I find tolerable, let alone enjoyable. That said, I know I am in the minority. I also know I am not a member of the IKEA target […]

1 million store visits a year I would not go into an IKEA store to save my life or yours. There is nothing about the IKEA experience that I find tolerable, let alone enjoyable. That said, I know I am in the minority. I also know I am not a member of the IKEA target market. I know this because nearly 1 million people visit Ikea stores annually, and most of them love the experience. Given its sales of nearly 40 billion Euros per annum, Ikea clearly understands that its USP is more than the products it sells. It is also the environment in which they sell those products and the overall customer experience.Compare an IKEA store to that of my favourite whipping horse – Myer. While I might not like either shopping experience, I can certainly appreciate the work that has gone into creating the shopping experience customers enjoy…