Tim Manners from the Hub Magazine recently sat down and interviewed Bill Agee, the marketing director of IKEA U.S., in which Bill described IKEA’s key to success. An interesting concept that I took from the pdf of the interview is that the “IKEA shopper” does not just reflect a certain segment, but a very broad audience. Young families and people moving out for the first time though are segments that will always come to IKEA more easily than others. IKEA also gets its insights from shoppers by conducting proprietary research, asking questions related to the in-store experience and the home experience (living with the product.)Take a few minutes to browse the interview as I am sure you will find it informative. Enjoy!
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