It’s an IKEA slogan. It’s also IKEA’s raison d’être.
At a healthy 75 years’ old, the Scandinavian born-and-bred brand has well surpassed middle-age and earned its place among retail royalty, continuing to thrive and expand its utilitarian-while-whimsical offerings into the online world. Its products are nestled in households across the globe. Phrases from its brilliantly funny ads have crawled into common parlance. IKEA isn’t simply a store: It’s a cultural force.
IKEA’s long-running epic success is the result of its allegiance to a specific set of principles that guide its every move: To nurture loyalty, a company must dare to be a fixture at every stage of customers’ lives. It must consider their every want and desire. It must meet their needs with products, online and in-store experiences, and customer service offerings.
The proof is in the pudding: Loyal consumers continue to flock to the imposing blue mecca in their town centers (and soon, urban centers) because of IKEA’s ability to hold a customer’s familiar hand throughout their lifetime. With seven decades under its belt, the company has much to teach us about how offering powerful customer experiences can make a brand a force to be reckoned with.