Studio Name: Pingjiang wanda plaza Store Position: Operation Supervisor
IKEA from Sweden, founded in 1943, is the largest manufacturer of furniture and household products in the world, and its furniture and household products are favored by consumers in different regions and countries around the world. What is the reason why it can achieve such a great success? I didn't pay attention to the details many times before shopping. This time, taking the opportunity of the fourth quarter service improvement plan, I'm going to visit and study.
As we all know, IKEA is a typical self-service warehouse shopping. In addition to its lower price than ordinary distribution, its biggest feature is that there is almost no service in the whole process. The whole purchase process needs customers to do it themselves. They need to put things on their scooters, from choosing goods to storing things to finding their home. If you take the IKEA route completely, you will only say hello to the cashier in the end. Customers not only need to complete the whole shopping process by themselves, but also need to transport it back and install it themselves.
This seems incredible. In today's service-oriented world, such a completely unmanned shopping center has become the first in the world. In fact, as long as a service is done to the extreme, it is a great success, and meticulous service can be experienced in Haidilao, but I think IKEA has done its best.
You may not always get help.
This billboard stands in the parking lot, telling customers directly that when you need help shopping here, you may not get help from the staff.
First of all, I have to mention the way IKEA communicates with customers, which I call grievance communication.
Why can't customers always get help from salesmen? A: The price tag provides information about the purchased goods. At IKEA, self-help shopping actually saves you extra service fees ... so ...
Also, why do I need to install my own furniture? Why do I need to transport it home by myself?
In fact, IKEA just wants to tell customers that I am trying to save labor costs. But to put it mildly, people are beginning to understand.
So I thought, can we?
Why can't I bring delicious fried chicken into the cinema? Our cinema is closed. If you bring such delicious food, other customers who haven't eaten it may … so …
For example, the announcement of persuasion, if this way is used, is it easy to accept?
2. Explain and make full use of walls everywhere
I hardly need anyone's instructions or guidance here, and I don't need anyone to tell me to turn left and right, because there are such signs everywhere to guide the direction, and each sign is equipped with a spotlight to make it look more eye-catching and clear.
Ikea's use of walls can be regarded as extreme, and it is almost impossible to find a wall without content. Just like their home, they use their space to the extreme.
Every shopping area has such signs to guide customers how to check the price tag, and is equipped with shopping guides, pencils and simple rulers that customers may use.
In each area, the features and introductions of regional products are placed on high walls and illuminated by spotlights.
Because there are fewer service personnel, walls are the most used media for IKEA to communicate with customers. In fact, besides putting shadow posters on the wall, we can also "communicate" with customers through idle walls.
3. Furniture sellers can also open restaurants.
Can you imagine opening a restaurant in East China Decoration City? Or open one in the general furniture market? But this seems normal at IKEA. Before the invention of popcorn, watching movies should also be a very "pure" thing, right?
Most cinemas choose to open in powerful commercial entities, which not only brings more customers, but also affects cinemas, that is, customers have more choices to buy food. In contrast, in a busy shopping mall, the single menu in the cinema is much thinner.
Most IKEA stores choose to open in places far from the city but close to the main roads. These places are called near or far. I usually go shopping for at least half a day, so I basically have a meal near the mall. Ikea didn't give this cake to others, but chose to solve it by itself. Anyway, I have to eat when I come. Why don't I open my own restaurant?
Previously, I saw in the official account of WeChat WeChat that studios of other brands in Guangdong chose to open their own restaurants in the studios. The popcorn is still there, but customers can also choose to sit down, order steak and have a glass of red wine. This kind of cross-border is incredible at first glance, but who would want to eat spaghetti in the furniture market outside IKEA? As long as you cook your own food well, the restaurant may become another signboard outside the home like IKEA. Some colleagues spared no effort to recommend IKEA salmon to me, which is cheap and good. Therefore, IKEA's cross-border restaurant is very successful.
4. The end is the beginning.
In the cinema, the film is often over, and the customer's journey in the cinema is over. But this is not what we see in other industries. The best time for the souvenir shop in Shanghai Disneyland is at the end of the fireworks show when tourists leave in the evening. In the amusement park, souvenir shops will be placed at the exit of each amusement facility. In the checkout area of IKEA, I saw the carefully decorated Christmas merchandise sales area. After checkout, outside the checkout counter are Swedish gourmet houses and the famous 1 yuan ice cream. After shopping, many customers will go to Swedish food houses to buy ice cream or other snacks. In Disney, customers naturally have a higher love for Disney after being immersed in Disney culture for a whole day. Look at those souvenirs at this time will feel more lovely.
During the whole experience of IKEA, I didn't talk to a salesperson, and no one welcomed me or said goodbye to me, but the whole process made me feel very comfortable. The pace of life in contemporary society is accelerating, especially in fast-moving industries. Customers don't have much time to experience the whole service, so this kind of self-service is gradually loved by modern people. This is not a gradual lack of service, but a way to improve the service experience.
This kind of self-help experience deserves our discussion and application. Online purchase of movie tickets is a kind of self-service. Now online ticket purchase accounts for almost more than 90%. Apart from its own convenience, is it enough to show that customers now prefer self-service? In fact, most customers can do the operation by themselves. All they need is someone to help them solve problems in time.
I believe that one day, the cinemas in China can be like the mature American film market. Watching movies is no longer the only theme of cinemas. Some people will come to the cinema restaurant for dinner, others will come here to buy souvenirs and do many things.