Explorative spaces as a tool for strengthening the brand image of a retail store
Koudounias, Eliel (2018)
Koudounias, Eliel
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121120862
https://urn.fi/URN:NBN:fi:amk-2018121120862
Tiivistelmä
In today’s competitive world with the emergence of the internet and online stores, with their simplicity in making purchases through them, has led brick and mortar stores to become less desirable channels for consumers to transact. This disruption of the physical store has posed an opportunity for retailers to move towards transforming their stores into explorative spaces by adding into them the element of the unexpected.
That means that retailers who want to be successful and profitable in the long-run need to be able to anticipate and even exceed the expectations of their customers. The usage of the internet as a source of knowledge and information has led to stereotypical consumers who are modernized in terms of using technology, usually well-informed and who go to the store with a prepared mind and a basic purpose of what they want.
That is why successful retailers, such as IKEA who aspire to be the world’s leading multichannel home furnishing retailer, are capitalizing and incorporating the concept of serendipity into their business model through the creation of explorative spaces that will complement the prepared minds of consumers, exceed their expectations and lead them into making wiser purchases.
That said, in order for retailers to use serendipity in its fullest potential, it is important for them to self-actualize as an organization by identifying their values and goals, as well as understanding their customers’ needs and lifestyles in order to be able to socially interact with them.
A customer satisfaction survey consisting of 14 questions was created for getting an insight into the perception of customers about IKEA and generated 50 respondents. Additionally answers for 10 expert questions was gathered from representatives of the Interior design & Marketing departments of IKEA.
From the sources gathered for assembling this Thesis it becomes apparent that IKEA is a poster child example for retailers who want to transform their business model, retain and strengthen their relationships with their customers and ultimately gain better positioning in their minds.
That means that retailers who want to be successful and profitable in the long-run need to be able to anticipate and even exceed the expectations of their customers. The usage of the internet as a source of knowledge and information has led to stereotypical consumers who are modernized in terms of using technology, usually well-informed and who go to the store with a prepared mind and a basic purpose of what they want.
That is why successful retailers, such as IKEA who aspire to be the world’s leading multichannel home furnishing retailer, are capitalizing and incorporating the concept of serendipity into their business model through the creation of explorative spaces that will complement the prepared minds of consumers, exceed their expectations and lead them into making wiser purchases.
That said, in order for retailers to use serendipity in its fullest potential, it is important for them to self-actualize as an organization by identifying their values and goals, as well as understanding their customers’ needs and lifestyles in order to be able to socially interact with them.
A customer satisfaction survey consisting of 14 questions was created for getting an insight into the perception of customers about IKEA and generated 50 respondents. Additionally answers for 10 expert questions was gathered from representatives of the Interior design & Marketing departments of IKEA.
From the sources gathered for assembling this Thesis it becomes apparent that IKEA is a poster child example for retailers who want to transform their business model, retain and strengthen their relationships with their customers and ultimately gain better positioning in their minds.