IKEA knows its customers ... extremely well. This has been instrumental in the company’s successful worldwide expansion.
A while back I watched a program that included IKEA's philosophy when it comes to the assembly instructions that accompany its products. IKEA is well-known for its innovation, including product design and the shopping experience. Instructions are no different. What I found most interesting is that the company researches how people in different countries regard the process of putting together furniture.
Examples they gave included Germany and Italy. IKEA's research showed that, by and large, Germans are independent and wouldn't dream of asking others to help assemble furniture. On the other hand, Italians ask friends and family to help, often turning it into a bit of a party. As a result, IKEA's instructions destined for products sold in Germany are based on a single person (maybe two) doing the job. The instructions that accompany products sold in Italy are geared toward several people working on the project together. How great is that?
As a speaker, author, and coach, Peter George helps self-employed professionals achieve the success they've been striving for. His More Clients More Profits Workbook includes contributions from van Misner, Bob Burg, Susan Roane, Scott Ginsberg & others. Want to attract more clients now? Claim your free copy of "101 Ways to Attract More Clients" at =>MoreClientsMoreProfits.com
