On a recent Saturday afternoon, Alex Santos journeyed to his local Ikea with a singular mission: the procurement of a new Poäng chair.
It was a simple in-and-out task. But 3 hours later, the 37-year-old IT manager found himself in the parking lot, slightly stupefied, with a shopping cart full of hand towels, throw pillows, and martini glasses.
Click here to read the story at thehustle.co.
Discussion Questions:
- What is an “impulse” purchase?
- Why do you think so many Ikea purchases are “impulse” buys?
- Do you think that is part of Ikea’s marketing strategy?
- This news story suggests Ikea’s way of doing business is “extremely unorthadox.” What does that mean?
- Why do you think Ikea’s strategy is so unique?
- How is Ikea’s store layout different from traditional retail locations?
- According to this news story, what purpose does that layout strategy serve?
- What is one example of Ikea’s “tricks”, according to this story?
- What is “decoy” pricing?
- From a product design and development perspective, how does Ikea keep prices low?
- How does Ikea’s food court concept impact sales for the company?
