The approach makes a lot of sense. After all, aren't economists always running into the problem of human fiscal behavior being emotional rather than rational? And "home" is a very powerful concept.

Jill,

I think IKEA's on to something good here. It's often been said that when money is tight and times are uncertain, people spend more time at home, with family and friends.

The idea of leaving the madness and coldness of the world behind for our own warm, personal sanctuaries, ie our homes as well-feathered nests, is quite compelling. Thanks for a nice post.

I love IKEA and have gone out there three times this summer alone. It's a bit of a drive and an all day event, but usually worth it. I have to admit that I had a less than satisfactory experience with the customer service - in the store, over the internet, and through the call center - but I still went back because the product is good and the price is right.

I love IKEA and have gone out there three times this summer alone. It's a bit of a drive and an all day event, but usually worth it. I have to admit that I had a less than satisfactory experience with the customer service - in the store, over the internet, and through the call center - but I still went back because the product is good and the price is right.

As a marketer in the home furnishings industry, I can attest that times are tough for the industry. It is hard is to convince strapped retialers to promote emotion rather than price and item.

I think Ikea's promotional approach is sound, but it doesn't match the in-store experience. The one time I went to an Ikea the parking lot was dangerous to traverse. The display of merchandise was rather industrial, with larger bins to rummage for products in and shelves too tall for people to access product. Overall the effect was cold and impersonal, not at all homey. The maze-like layout of the store and the hard concrete floor made me achey by the time I left.

Ikea is an innovator and the rest of the industry could learn a lot from them and their marketing savvy. But we should all remember that Marketing doesn't stop with a TV spot or an ad in a magazine - it should examine the entire consumer experience.

Like most companies IKEA will need to make the customer experience part of their DNA. That is you feel it when you walk in the store or even go "on-line." Otherwise consumers will see right through this or any camapign.

Like most companies IKEA will need to make the customer experience part of their DNA. That is you feel it when you walk in the store or even go "on-line." Otherwise consumers will see right through this or any campaign.

Like most companies IKEA will need to make the customer experience part of their DNA. That is you feel it when you walk in the store or even go "on-line." Otherwise consumers will see right through this or any campaign.

Puffery. Campaign says one thing, customer experience slaps the customer around like we're IKEA's bitch.

IKEA is a mess...their website doesn't have up-to-date information on what's in stock at the stores. As a matter of fact, the stores don't have up-to-date information on stock. They refuse to ship product from one store to another, or even place it on hold so the customer can drive across town/state to pick it up.

They can have all the wonderfully touching ads they want - the customer experience sucks. And that takes into account the $3.99 Swedish meatball dinner specials.