Target Customer and Customer Experience

Target Customer and Customer Experience

Target Customer

IKEA is a European international group that makes and sells out the ready to assemble furniture, homeware, home accessories, some valuable goods, kitchen appliances, food products, and other home services as well (IKEA, 2020). IKEA has a wide target market where the company targets middle-class customers and also fashionable and young people, particularly those who love modern accessories and furniture. The core values of IKEA are to offer quality products at a low price in different forms performing different functions, and that maintain sustainability. The customers of IKEA seek to get their high-quality products/services at a low price.

Customer Experience

The customers of IKEA have a positive experience throughout the customer journey with the company as they found IKEA as their first choice to shop the furniture because of its modest price offering.  The customers find them-selves more convenient and happy to use the services/products of IKEA as the company does their best to make customers happy and satisfied by delivering their service/products in an effective way (Consumer Affairs, 2020). The customers also get a positive response from the staff/personnel working for IKEA and on their fast and convenient services; they provide the company’s personnel with positive reviews and feedback.

 Customer-Centric Strategy

Initiative 1:

IKEA provides its products and services offline where the customers can easily purchase the furniture and other home accessories that they want for their home. Many of the people mainly prefer to have at least a single product of IKEA in their homes (Huby, 2019). It is because; IKEA is rocking the furniture world with an offering of modern designing furniture and other accessories at affordable prices. The offline of IKEA enables the customers to easily decorate their homes by making them purchasing of cozy and modern furniture and the necessary accessories within a limited budget.

Initiative 2

On the other hand, IKEA also provides its products and services online where the customers can quickly get its services from anywhere anytime without visiting their retail store physically. IKEA has its online platform that is responsive to mobile phones and other equipment, including laptops and tablets. The customers find the surfing of furniture or homeware faster and comfortable online (Huby, 2019). This makes the experience of in-store purchasing more convenient by giving items/product descriptions that the company has available at their retail store, and customers can easily go to its showroom and can easily identify those items conveniently.

Initiative 3

The company also communicates both regularly and frequently with their customers to become a great and customer-centric organization. IKEA allows the customers to give their feedback or reviews about the products/ services rendered by it to encourage communication among the customers (Johnson, 2019). The customers provide their reviews/ feedback through email, in-app messages, message boards, phone calls, and other ways about the items/services of IKEA.

Initiative 4

IKEA also inspires its customers by facilitating them with a family loyalty program where the IKEA personnel and the customer together get to know about customers’ plans, ideas, tastes, to curate the best experience of IKEA for them and bringing their ideas to life (IKEA Family, 2020). It allows the customers to get the IKEA family rewards, discounts, and some surprises along the way.

Employee Training

The vision of IKEA is to make a better daily life for the customers but also for the people and co-workers who are working with its suppliers. IKEA believes that it develops when people grow. IKEA supports all employees’ talent and develops that within the provided job description by providing a learning and training system designed for a specific job position. For instance, newly recruited employees will receive an introduction training to make him learn about the company’s operation, customer-friendly principles, safety and security rules, and the environmental approach  ( Inter IKEA Systems, 2020). This will allow people to learn new things continuously and to take responsibility for their own development. The company also organizes a Talent Week with customers where they can unleash their talent with the company.