If you’ve ever been to IKEA, you know it’s not just a furniture store – it’s an experience. They constantly improve to create better customer experiences, because they have well-defined who their customers are, what they need how they can help them. This stretches far beyond what they sell and the in-store experience, including elements like cafés and children’s play centers.

IKEA has always made home-owners build their own furniture. This has a lot of benefits for the company itself (transportation, storage, packaging, etc) but a unique benefit to the customer. The customer get’s to enjoy creating something with their own hands (even though it’s mass-produced and following a manual) and it creates a sense of pride. For example, secondhand IKEA furniture tends to be more expensive, because the seller has built it themsleves.

IKEA also looks beyond generations and adapts to new trends and expectations. This doesn’t only apply to their products, but also in building new ways of existing in peoples homes. A good example is their augmented reality apps for smartphones, allowing customers to virtually design a room with their furniture. All of this is possible by defining clearly who their customers are, what they need and how IKEA can help them.

Are you clear on who your customers are? Download our Purpose Worksheet and get it down on paper.