The end-result were standardised designs, at low costs, and produced on a massive scale. It became close to the customer, by using its warehouses as store-fronts, and enabling customers to buy via catalogue and later via the web-site. Its competition was the traditional furniture store, conservative and producing designs that were both expensive and focussed on exclusivity (which translates to small-scale production). Because of this perceived strength, they were arrogant enough to not worry so much about prices on the vertical axis, both from their suppliers and for their customers. All of which could be exploited by some frugal and out-of-the-box thinking (a combo which fits surprisingly well together).
-Instruction Booklet
IKEA is known for their unusual instruction booklets that come in just about every assembly-required item that you buy from the store. If you’ve seen any of these instruction booklets before, you’ll know that IKEA tries it’s hardest to illustrate the process rather than explaining it in words. In fact, sometimes the instructions don’t have any words at all. This is done on purpose of course to emphasize just how easy (and cheap) it is to construct IKEA furniture (this probably saves on translation costs too).
-Mobile Kiosk
This Ikea Mobile Kiosk was spotted at the Seattle IKEA. The kiosk allows you to sync your mobile phone via text message and barcodes. It gives you access to several coupons and specials for the week and sends you regular updates via text message for deals and discounts and apparently you have to show or scan your cell phone as you check out. Looks like they are trying to use technology to its best by sending you regular updates on discounts and turning you into a shopaholic.
-8 brilliant ad campaign ...