I’m probably about to expose myself as a terribly unsophisticated person, but I actually like IKEA, the Swedish firm that is now the world’s largest furniture retailer. (IKEA stands for Ingvar Kamprad Elmtaryd Agunnaryd, by the way.)
Their branding is spot-on. The store is cheap, but it doesn’t feel cheap. There’s a consistency to IKEA – a clear narrative running through the store. And I really appreciate that they don’t sell by discounting. The price is the price: no need for spurious 50%-off offers.
We paid a visit on Friday evening with younger son (pictured above). We even had some food there: meatballs and gravy with lingenberry jam.
What can the wine trade learn from IKEA? The power of strong branding, allied to good product quality that exceeds the expectations of the consumer. The consistent message that runs through the store. Many retail outlets unwittingly scare or alienate the shopper, but IKEA takes away this fear and anxiety, making it easy for consumers to make their choices.
Most of all, the sign of a strong retailer is the ability to market without using massively discounted prices.