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The Ikea marketing gimmick

The Ikea store in Queenstown, Singapore, has only 1 entry, but 2 exits. As my services marketing prof aptly puts it, “They’re playing on the Singaporean mentality. When Singaporeans see a queue, they join it.” More than often, there’s a huge crowd outside Ikea, waiting to get in through the single entry door. It entices passers-by to believe that Ikea is GOOD. Which it is, by the way. And localization, as they say, is the key to good marketing.

I suppose we attribute the ‘queuing mentality’ to the success of Doughnut Factory too. What else can make doughnuts special enough to be queued for for 2-3 hours?

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After 7 years of quitting my full-time corporate job and travelling the world, I've written a book - called The Shooting Star - about my journey. This book of untold travel stories charts my adventures from the cubicle to the road, and from small-town India to remote corners of the globe. Limited copies are now available for pre-order on Amazon and Flipkart. Drop me a note if you end up pre-ordering yours today! Connect with me on Instagram/Twitter @shivya.

4 Comments

  1. wow! Smart people. What are your thoughts, if in India we implement this ‘queuing mantality’? I guess same here also!

  2. I don’t think it’ll work in India. People don’t really queue, more like crowd around to see what’s happening. It could be disastrous actually :p But on the bright side, at least we don’t spend hours waiting for things we don’t even need!

  3. Shivya,
    I think I will agree with you on the Indian Queuing system. Ikea would end up having lot of WIndow Shoppers than actually buyers. Imagine they end up displaying Cricket Match on a 40 inch tv on top of a beautiful Table. The whole point would be lost for Ikea. I would call it Challenge for the Ikea marketing dudes. !!

    regards
    VC

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