TARGET MARKET: PRICE CONCIOUS PEOPLE
Unique selling points and what differentiates IKEA from all other furniture retailers:
IKEA meets the shopping ideals of a broad base of consumers. By successfully managing a brand image with an ultra-competitive, underpricing model, IKEA has the potential to usurp market share from fellow national big box retailers such as target, to regional discount furniture giants such as Jordan’s, to smaller independent local retailers, alike.
Factors that distinguished IKEA from other furniture retailers were that its stores were strictly self service, they featured amenities such as playrooms and child care facilities and the stores also had Swedish cafes and restaurants which served good quality food. When at IKEA a customer really didn’t have to bother any other things and could attend to what he or she was here to do i.e. purchase and select furniture with a peace of mind because neither did one have to worry about parking space (all IKEA outlets had parking space for 1000 cars) nor did one have to worry about any sort of cash problems because IKEA outlets are even equipped with ATMS and some even feature banks. They took pride in offering furniture which had a touch of the Scandinavian heritage in them. The shops were so cleverly designed that upon entry shoppers were coerced into a predetermined path through model bathrooms, kitchens, rooms etc. What IKEA aimed to achieve through this method was that once a customer walks through all of these model rooms, he or she may end up purchasing something which they had not come here with an intention to purchase originally a swell or they may remember to purchase something they like when passing through all these rooms next time they visit. Having wandered through the show ...