TOTE-M and G-CEM investigate the IKEA experience

Just published: the results of a survey, carried out jointly by TOTE-M and G-CEM, of IKEA customers in the Netherlands and China. How do they perceive the IKEA experience?

The remarkable result of the survey is that the same three ‘pain points’ come to light all over the world: (1) the ‘obligatory’ route past the entire product range, (2) the limited number of IKEA employees on the floor and (3) the long queues at the checkouts. These negative experiences do not, however, have an adverse effect on the total IKEA experience. On the contrary, the pain points are perceived as being part of the IKEA branding, they are part of the experience. Sampson Lee, the founder of G-CEM, even claims that these pain points actually boost sales!

Download the IKEA-survey report

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