Camping Out Weeks…at IKEA?
November 22nd, 2005
PF pal Rob just emailed: “I followed the link on that ABC search for Ikea fans, it
looks like they have done their story”. Thanks!
Kimberly Smith/AJC
“It’s become a familiar scene. The massive furniture chain’s openings
have turned into can’t-miss events for the company’s customers. They show up
days in advance – sometimes with their faces painted in Ikea’s signature blue
and yellow colors — and stage games in the parking lots.
Tent cities sprouted up outside Ikea openings in Atlanta and suburban
Chicago earlier this year, bringing media coverage and a notable amount of buzz.
Ikea has stoked the fires by offering gift cards and free merchandise to the
first customers in line. Marketing experts say the frenzied scenes generate extra local interest
for the store in the weeks leading up to the openings. And because the customers
create most of the energy, the festivities require very little in the way of
marketing expenses.
Chicago earlier this year, bringing media coverage and a notable amount of buzz.
Ikea has stoked the fires by offering gift cards and free merchandise to the
first customers in line. Marketing experts say the frenzied scenes generate extra local interest
for the store in the weeks leading up to the openings. And because the customers
create most of the energy, the festivities require very little in the way of
marketing expenses.
“There’s so much pent up demand for these stores that the openings have
become huge events,” said Michael Levy, a marketing professor at Babson College
and editor of the Journal of Retailing. “It’s really a public relations
windfall.”
become huge events,” said Michael Levy, a marketing professor at Babson College
and editor of the Journal of Retailing. “It’s really a public relations
windfall.”
Levy noted that Ikea has for years enjoyed strong brand loyalty from
its customers. Ikea sells a broad range of furniture, often at prices lower than
competitor products. Levy noted that customers who don’t have Ikea stores near
them have been known to drive hours just to get to the nearest Ikea.
its customers. Ikea sells a broad range of furniture, often at prices lower than
competitor products. Levy noted that customers who don’t have Ikea stores near
them have been known to drive hours just to get to the nearest Ikea.
“There’s a certain cache to Ikea — it’s Swedish, and it’s very hip
furniture for a reasonable amount of money,” Levy said. “The markets they’re
going into are fairly urban, and a lot of people in those markets are already
customers, and they’re trendsetters.”
furniture for a reasonable amount of money,” Levy said. “The markets they’re
going into are fairly urban, and a lot of people in those markets are already
customers, and they’re trendsetters.”
Image: AJC/ Registration Required
Related link: Atlanta IKEA Group @ FLICKR
…
Positive Fanatics @ FLICKR welcomes our new member gezellig*girl. Join us.
