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Secrets IKEA
Ingvar Kamprad, who celebrated their spring 86 years, recently announced that he retires IKEA. Global empire created by his hands.
Now the company will be run by his sons, who were preparing to adolescence, to eventually take the helm of his father's creation. Peter, Jonas and Mathias Kamprad divide spheres of influence: the elder will finance medium - design, and the youngest - ideological development. The father, knowing how strong was his power and pressure on children and other management IKEA, even promised not to meddle in their work and not to give estimates of their actions.
The fact that the IKEA such as we know it, only because of the personality of its owner - a fact widely known. Ingvar Kamprad - the man overbearing, tyrannical, and his word the company has always been a major, unique and immutable law. It will be interesting to see what changes in the global network of furniture stores, the sons Kamprad establish its authority. And until that happens, we will be useful to recall and organize all of the features of IKEA, so you can compare.
Huge Furniture Corporation for decades with all his forces came up against in its many principles and tried to do everything well - just for the sake of customers come to the store more often and spend more. Cheap. Or should be cheap
- IKEA managers are obliged to ride a modest machines, flying economy class and stop trёhzvёzdnyh hotels during business trips. Fisted Ingvar Kamprad did so himself. Austerity and total accountability of staff at IKEA built a cult. To dime not spent in vain.
- Low rates - this is important, what to emphasize at IKEA Communications in half a century. Consumers are constantly being told about it in advertisements and in the store, you will be reminded of this at least every 50 meters. Such things zombie and implementation podosoznanie. Thus in reality this is not always the case. Designer clothes from the new collections humane prices do not hit. Cheap Only baselines with a simple design and processing of the initial material.
- Few people know that when at IKEA decide to make, say, a new sofa, you must first determine not what it is, and how much it should cost. And based on the calculated value of the parameter of design development, production, logistics and other things, and other things. They have a very severe price policy: notice that all prices before the crisis of 2008 were unchanged during the year of the release of the new catalog? If the price and changed, but only in the smaller side. Now prices are holding at the claimed level for at least six months - a little insurance in case of another economic shock.
- Flat pack and the way the company is proud of these packages buzz the ears of any person who has ever been to Ikea or received by mail of their promotional materials. But the fact that the reason for the location of all the stores in the suburbs also lies in an effort to Ingvar Kamprad and his followers to make prices lower, already thinking a few. The price of land in the suburbs are much lower, and therefore less is laid in the cost of goods.
Conveniently
- Every IKEA store is sure to have a game where you can take a child very restless age - from 3 to 6 years. It is the law in any country. The same law is to limit the growth: if your descendant less than 90 cm or higher than 120, the entrance to the game he ordered. Each IKEA store has a mother and child room, where you can feed the baby and variance change his diaper. Any mother who is faced with the inability to retire on time with the child, appreciates this concern, which can be and is a normal practice in the West, but in Russia it is very rare. The main buyers in Russia - those who grew up in the harsh Soviet reality, absorbed the Soviet service with their mother's milk, and still enjoys, when he was a human concern. And if the mother will have to choose between the furniture, where there are no such facilities, and IKEA, it is not difficult to guess which store she chooses, and where will the money.
- Another great convenience in Ikeja - pencils, paper tape meter and special leaves, which can record the purchase and place in a warehouse, from where to take them. Swedish furniture makers, placing the rack with all this good throughout the store, as if all mankind recognize the lack of "leaky memory" and reconciled with him. This simple and inexpensive trick, by the way, is not only caring, but also a tactical move. After the introduction of pencils and pieces of paper sales have risen an average of 7 network%.
- In Ikeja you can buy everything you need for your home, but there is not no tricks. If you like, for example, pillows, you'll just have to buy them only in pillowcases IKEA. Russian citizens are accustomed to a very different standard pillows, linens and hence more. The converse is also generally acts - liked the textile? Pillows are also our take your vlezut not. Drawers IKEA cabinets are suitable only for IKEA, IKEA cabinets and boxes is also fitting to put only the local. They tighten us into their networks to their convenience. And we must say, not really mind.
Long. But still comfortable
- Every single shops are arranged in such a way that the buyer has to go through the entire store from start to finish. This IKEA decided not to irritate its most permanent and most loyal customers, so there are ways to cut off the path, but a very inconspicuous, they are known only to those who really happens in a regular store. Or those who are studying the corrosive scheme of movement within. Those who do not study and do not choose a short way, also did not have to strain. The role of the road paved with yellow brick, playing at IKEA gray track with large arrows.
- Ease long journey through the store give lovely, elaborate interiors, where you can sit, walk and feel. Thoughtful they too not just - and people) lazy, and he likes to ready-made solutions; b) not everyone born designer. And here you can see the copy on piece of paper, fold the cart, pay at the cash register and bring home is almost ready harmonious interior. Even before coming to the store it was just a new couch - that is, it also increases sales.
- By the standards of customer service at IKEA, the buyer can not just lie on the couch or mattress, and sleep. Accidentally, of course. But if suddenly this happens, you will not wake up, and I will not drive up to the store closing. Not you? Suddenly, the client is tired or has decided to test the mattress potschatelney under conditions as close as possible to "combat».
- To increase the number of spontaneous purchases, and again make "interesting" campaign on the gray road, paved with arrows everywhere on the shelves and in the drawers are all sorts of useful or just interesting things for the house. The trick lies in the fact that, for example, a cup-sieve for flour, which publishes funny rustling sounds can be found in the shop five times. For the first time people will think, "Wow, cool thing! And rustling "in the second, he again noticed them, and the third can already think" Maybe I need it, I bake pancakes once a year ", and the fifth will decide that it is fate and buy. Moreover, that is the fate of the 99 rubles.
adme.ru
Source:
Now the company will be run by his sons, who were preparing to adolescence, to eventually take the helm of his father's creation. Peter, Jonas and Mathias Kamprad divide spheres of influence: the elder will finance medium - design, and the youngest - ideological development. The father, knowing how strong was his power and pressure on children and other management IKEA, even promised not to meddle in their work and not to give estimates of their actions.
The fact that the IKEA such as we know it, only because of the personality of its owner - a fact widely known. Ingvar Kamprad - the man overbearing, tyrannical, and his word the company has always been a major, unique and immutable law. It will be interesting to see what changes in the global network of furniture stores, the sons Kamprad establish its authority. And until that happens, we will be useful to recall and organize all of the features of IKEA, so you can compare.
Huge Furniture Corporation for decades with all his forces came up against in its many principles and tried to do everything well - just for the sake of customers come to the store more often and spend more. Cheap. Or should be cheap
- IKEA managers are obliged to ride a modest machines, flying economy class and stop trёhzvёzdnyh hotels during business trips. Fisted Ingvar Kamprad did so himself. Austerity and total accountability of staff at IKEA built a cult. To dime not spent in vain.
- Low rates - this is important, what to emphasize at IKEA Communications in half a century. Consumers are constantly being told about it in advertisements and in the store, you will be reminded of this at least every 50 meters. Such things zombie and implementation podosoznanie. Thus in reality this is not always the case. Designer clothes from the new collections humane prices do not hit. Cheap Only baselines with a simple design and processing of the initial material.
- Few people know that when at IKEA decide to make, say, a new sofa, you must first determine not what it is, and how much it should cost. And based on the calculated value of the parameter of design development, production, logistics and other things, and other things. They have a very severe price policy: notice that all prices before the crisis of 2008 were unchanged during the year of the release of the new catalog? If the price and changed, but only in the smaller side. Now prices are holding at the claimed level for at least six months - a little insurance in case of another economic shock.
- Flat pack and the way the company is proud of these packages buzz the ears of any person who has ever been to Ikea or received by mail of their promotional materials. But the fact that the reason for the location of all the stores in the suburbs also lies in an effort to Ingvar Kamprad and his followers to make prices lower, already thinking a few. The price of land in the suburbs are much lower, and therefore less is laid in the cost of goods.
Conveniently
- Every IKEA store is sure to have a game where you can take a child very restless age - from 3 to 6 years. It is the law in any country. The same law is to limit the growth: if your descendant less than 90 cm or higher than 120, the entrance to the game he ordered. Each IKEA store has a mother and child room, where you can feed the baby and variance change his diaper. Any mother who is faced with the inability to retire on time with the child, appreciates this concern, which can be and is a normal practice in the West, but in Russia it is very rare. The main buyers in Russia - those who grew up in the harsh Soviet reality, absorbed the Soviet service with their mother's milk, and still enjoys, when he was a human concern. And if the mother will have to choose between the furniture, where there are no such facilities, and IKEA, it is not difficult to guess which store she chooses, and where will the money.
- Another great convenience in Ikeja - pencils, paper tape meter and special leaves, which can record the purchase and place in a warehouse, from where to take them. Swedish furniture makers, placing the rack with all this good throughout the store, as if all mankind recognize the lack of "leaky memory" and reconciled with him. This simple and inexpensive trick, by the way, is not only caring, but also a tactical move. After the introduction of pencils and pieces of paper sales have risen an average of 7 network%.
- In Ikeja you can buy everything you need for your home, but there is not no tricks. If you like, for example, pillows, you'll just have to buy them only in pillowcases IKEA. Russian citizens are accustomed to a very different standard pillows, linens and hence more. The converse is also generally acts - liked the textile? Pillows are also our take your vlezut not. Drawers IKEA cabinets are suitable only for IKEA, IKEA cabinets and boxes is also fitting to put only the local. They tighten us into their networks to their convenience. And we must say, not really mind.
Long. But still comfortable
- Every single shops are arranged in such a way that the buyer has to go through the entire store from start to finish. This IKEA decided not to irritate its most permanent and most loyal customers, so there are ways to cut off the path, but a very inconspicuous, they are known only to those who really happens in a regular store. Or those who are studying the corrosive scheme of movement within. Those who do not study and do not choose a short way, also did not have to strain. The role of the road paved with yellow brick, playing at IKEA gray track with large arrows.
- Ease long journey through the store give lovely, elaborate interiors, where you can sit, walk and feel. Thoughtful they too not just - and people) lazy, and he likes to ready-made solutions; b) not everyone born designer. And here you can see the copy on piece of paper, fold the cart, pay at the cash register and bring home is almost ready harmonious interior. Even before coming to the store it was just a new couch - that is, it also increases sales.
- By the standards of customer service at IKEA, the buyer can not just lie on the couch or mattress, and sleep. Accidentally, of course. But if suddenly this happens, you will not wake up, and I will not drive up to the store closing. Not you? Suddenly, the client is tired or has decided to test the mattress potschatelney under conditions as close as possible to "combat».
- To increase the number of spontaneous purchases, and again make "interesting" campaign on the gray road, paved with arrows everywhere on the shelves and in the drawers are all sorts of useful or just interesting things for the house. The trick lies in the fact that, for example, a cup-sieve for flour, which publishes funny rustling sounds can be found in the shop five times. For the first time people will think, "Wow, cool thing! And rustling "in the second, he again noticed them, and the third can already think" Maybe I need it, I bake pancakes once a year ", and the fifth will decide that it is fate and buy. Moreover, that is the fate of the 99 rubles.
adme.ru
Source:
