This is just part of the amazing IKEA story   I will never shop at IKEA. There is nothing about the IKEA product or experience that I find attractive, and the idea of going into an IKEA car park, let alone an IKEA store, makes my skin crawl. Despite the fact that I have purchased and […]

This is just part of the amazing IKEA story   I will never shop at IKEA. There is nothing about the IKEA product or experience that I find attractive, and the idea of going into an IKEA car park, let alone an IKEA store, makes my skin crawl. Despite the fact that I have purchased and will again purchase any number of items sold by IKEA, I have no doubt that no one at IKEA will give a hoot about my view – not because I am not significant but because I am not in their target market. The success of IKEA, one of the worlds most successful brands, is closely related to the degree to which the business understands its market and customises its products and the customer experience to address their needs, wants, and expectations better than any of their competitors. I once surveyed a number of IKEA customers. Among the…