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THE IKEA WAY
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Published: November 8, 2007
Retail experts attribute Ikea's worldwide success to its ability to simultaneously entertain, establish its brand and keep product prices low.
THE FUN
It takes hours to shop Ikea, and customers sometimes need maps to get around. Free child care, restaurants, pencils and shopping lists make the time less stressful.
THE CULT
Relentless marketing about Ikea's quirky designs starts with its employees and spreads to fanatical shoppers known to drive hours for a visit and blog about their adventures.
THE VALUE
All things Ikea start with a price tag. Designs of the products don't get made until they can meet the retailer's target price, whether it's a $1,549 couch or a 29-cent tumbler.
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