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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I’m the founder of this award-winning travel blog about offbeat and sustainable travel, and author of the bestselling travel memoir, The Shooting Star.
In 2011, I quit my full-time job, and gradually gave up my home, sold most of my possessions, stored some in the boot of a friend’s car and embraced a nomadic life.
Connect with me on Instagram to hear more about my adventures and personal journey.