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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Welcome to my blog, The Shooting Star. I’ve been called a storyteller, writer, photographer, digital nomad, instagrammer, social entrepreneur, solo traveller, vegan and environmentalist. But in my heart, I’m just a girl who travels!