Its not very often one gets to see a business operating at full throttle. From marketing, recruitment and of course sales, it’s productivity in motion. If you haven’t heard of IKEA then to almost paraphrase Johnny Depp in the movie Blow, “…for those of you living on the moon for the last twenty years"!
As the South African respresentative of Ratemyad.net running around a big IKEA store in Munich, a beast of a building, I was becoming overwhelmed by the magnitude of it all. The store was packed from head to toe with shoppers which made me compelled to buy anything and everything! Then a recruitment campaign showing what it takes to being a top IKEA shop assistant called Azubis in Aktion was on the go! I grabbed my trolley and hustled my way
through the masses with an ambition of becoming the next IKEA fan!
Firstly the branding- everything is branded IKEA! An advertising campaign on steroids, each product, every corner…every idea is Ikea! It’s a marketing managers dream, because the product is the brand and the brand is the product.
The recruitment campaign- it was the best recruitment campaign ever designed! Recruits running around, building, setting up gear, creating concepts in meetings, it was all there for the customer to see. So much so I wanted to grab a chair and join in on the brainstorming sessions.
The products- simple, easy and efficient! You see what you like, you ask questions (if needed), get the order sheet, pick it up and then pay for it. The cool part is the concept apartments and demonstration studios which provides a real life advertising campaign of what a full kitted IKEA apartment would actually resemble.
It’s not very often that you get to see a company intertwining its entire corporation into one cool brand campaign. IKEA have hit the nail on the head and it is something other retail stores should maybe take note of. So good is IKEA that after or even during your mad rush of shopping you are able to refuel your system at the IKEA food court. It's just impressive to see that a company has made an effort to think further than product sales in making shopping an actual experience!
For more on Ikea check out:
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