The advertising response was strong, and these two pieces of furniture with the nature of asking for directions were sold a lot. So Ingvar began to distribute a booklet called "IKEA Newsletter" to old customers, and added new products such as sofa bed and chandelier to it. He was asked for a form, and he stared at the factory to deliver the goods on time. Everything is going well. But this is only the beginning and trial stage. At this time, he is the only one in IKEA ... although his family is his helper.
The company's business is gradually on the right track. But at this time, the competition in the mail order industry is becoming increasingly fierce. The vicious competition and mutual price reduction are very unfavorable to the new IKEA. How can customers trust their products?
Ingvar came up with a good idea: hold a long-term furniture exhibition to let people see IKEA furniture with their own eyes. The company bought a building, put the furniture on two floors respectively, and put the cheap and slightly expensive products of the same kind together, so that customers can compare prices according to the different quality. Sure enough, as the company expected, most customers wisely chose more expensive products.
The combination of mail order and furniture mall is the first of IKEA. It worked. Five years later, IKEA has a new shopping center. On the opening day, people lined up outside. A small teahouse was specially set up in the shopping mall to prepare desserts and drinks for customers from afar. Because Ingvar believes that hungry guests are not in the mood to look at furniture. Today, the teahouse has developed into a catering department that every IKEA can see today. The global annual turnover of this small restaurant of IKEA is as high as $654.38+06 billion.
Of course, his unique "catalogue culture" has made great contributions to him, and the number of publications later even exceeded that of famous magazines. Perhaps in the eyes of others, the cost is too high, because these brochures are free, but their deep-rooted popularity and brand penetration effect can not be achieved by other means. Some families even rely on this to find inspiration for furniture design.
At the same time, Ingwa did not stop thinking. He is looking for the future position of the company. By chance, he went to a furniture exhibition and saw the extremely luxurious exhibits at the exhibition. He thought of the furniture of ordinary people. He doesn't enjoy the best furniture. Isn't he rich? After all, the rich are only a minority, and there will be the biggest market for most people to produce furniture. He decided to transform luxury goods that only a few people can afford into products acceptable to the public and produce furniture for most people. This is IKEA as we know it today.