Our last day was spent at the IKEA Concept Centre in Delft. It is an actual IKEA store with learning and research spliced in. In here, IKEA studies customers’ interactions with their products, floor displays and information. They conduct experiments to better the flow, engage the customer and look into every small detail such as the floor directory to help customers find their way through the store.
For the uninitiated, the first visit to IKEA can be harrowing – the crowd, the maze, the self-service-dunno-how. My first time, I felt sucked into a blackhole with no way out unless I obediently followed the arrows. Now 10,000 trips later, I have the floor plan and shortcuts etched on my palm (till IKEA Malaysia smartly went and renovated their store, just to throw me off!)
The good news is, IKEA works tirelessly to improve the customer’s journey through the store. Denis, the very animated store manager of IKEA Delft, took us on a tour and explained the ins and outs of the journey.