In control of the coolest customer journey? We created the IKEA JAPAN experience roadmap.
IKEA Japan had a problem. Its customers demanded a much higher standard of service than is usual in other countries/ markets. The IKEA-model is heavily based on self-service in retail, and requires people to do most of the shopping themselves. Competitors offered much more pro-active service in the retail stores, for a much higher price. “It was clear that we needed an efficient and effective way in which we could put the Japanese customer first,” says Cliff Crosbie, former Deputy Country Manager at IKEA Japan. Yet, this way had to fit the IKEA culture. IKEA’s mission was to establish IKEA’s brand identity in Japan. This meant that the company wanted to stick to its globally successful concept and strategy.