Selling Without Selling: The Ikea Story

I was intrigued to do a teardown on Ikea after seeing this genius ad:

IKEA is not only a master of marketing they are also exceptional at selling without actually selling.

With over 400 stores worldwide, the Swedish furniture retailer has become a household name by creating an experience that is more than just shopping.

The company’s ability to entice customers to buy products without being pushy or overtly salesy is no accident.

It’s all thanks to their strategic store design.

#1 Turning a Weekend Errand into a Fun Activity

The first thing you'll notice when you enter an IKEA store is its size. The stores are massive, with the average size being around 300,000 square feet.

By making the store so big, IKEA ensures that customers will have to walk through the entire store to find what they need. They also purposely block out natural light so customers loose track of time when they’re in the store.

These tactics not only increases the chance of customers stumbling upon products they didn't know they needed, but it also encourages them to explore the store and take their time.

#2 Selling Aspirations in Every Corner

As customers walk through the store, they are led along a path that takes them through various product displays.

The displays are designed to show customers how to use IKEA products in a real-life settings, such as living rooms, bedrooms, and kitchens.

This is a genius move, as it paints a visions of the future and allows customers to envision how the product would fit into their own homes.

#3 Upselling: Leaving With More Than You Planned

In addition to the room displays, IKEA also showcases various product categories, such as lighting, storage systems, and textiles. The store is designed in a way making it impossible to leave without walking pass the accessories sections.

This is designed to entices customers to buy more than just the main product they came for. For example, if a customer is in the market for a new couch, they will likely walk through the living room display, which features various other items such as rugs, curtains, and throw pillows, designed to complement the couch and create a cohesive look.

In this way they make customers feel like they need all of the items in order to create a complete look.

#4 Down-selling: Last chance to buy

IKEA's bargain corner and second-hand counter are strategically placed near the checkout area to capture the attention of customers as they make their final purchases.

These sections are designed to cater to those that don’t want to pay full price. Since these pieces are limited in number, it also creates a sense of urgency to act fast and grab these pieces before they’re gone.

#4 Cross-selling: Cafeteria Placement

Upon completing their purchase, IKEA strategically places its cafeteria near the store exit to entice customers to indulge in snacks and drinks after their long day of shopping.

This smart strategy provides a satisfying end to a long shopping trip and potentially increases the customer's overall spending in the store.

In conclusion, IKEA’s ability to sell without actually selling is due to their strategic store design. By creating an experience that is more than just shopping, IKEA entices customers to explore the store and make more purchases.

From the room displays to the cafeteria, every aspect of the store is designed to make customers feel at home and encourage them to buy more. It’s a brilliant strategy that has helped IKEA become the powerhouse that it is today.

If you like some of the ideas shared here, share this with others so they can learn too.