Why IKEA allows customers to assemble their own products to the entranced company? Strange effect, when anyone can learn sales

IKEA's first genius

About those years in the last century in the 50s, IKEA began to implement the idea, the enterprise called flat. With the hand instead of giving customers the perfect furniture, they only give customers a good part, attach a copy of the manual and easy to understand in a flat box.

The task is to guide buyers to read and creep assembly direction. The strange thing is, this strategy allows customers love IKEA products more flat idea - to explode a revolutionary contribution to the field, the furniture, IKEA from a manufacturer of small household retail to become the world's largest furniture

What is the secret here? Obviously, this is a flat, "outsource" from the customer resources, help to reduce production costs and reduce the cost of Ikea. But customers love this policy is a psychological effect: due to focus on products, they are more love.

IKEA Home Furnishing effect

The IKEA effect is a kind of "Prejudice" consciousness when the value of consumer perception of a product is higher when they participate in the creation of them. Study on the effect by the name Michael Norton, from Harvard University and business partners in 2011.

IKEA Home Furnishing effect is known.

In the last century in the 50s, the family food and want to decrease the working housewives make bread in the United States, with bread products to facilitate their cake process only need to streamline and customer degree of roast flour and water mixed. Unfortunately, this product sales decline rapidly. Psychologists participated in the review questions and discover the reason: because the cake is easy. Too easy, even housewives do not see what fun and make a cake.

The given solution is removed from the milk and Egg Recipes, allow customers to own more egg and milk products increased rapidly after sales.

Humans have a need to be invested in a work, this is the reward for their efforts. According to psychology today, part of the work increase seems to be meaningless, when the completion of the customers in the lips smile.

When the customer to assemble their own IKEA furniture, they will feel that their "authority", "the evidence ability, and their products will have a higher value is normal. In contrast, to survey Michael Norton products, a perfect start, customers are willing to pay more than 63% to build their own products.

IKEA's philosophy: "part of the experience of bad customer strategy, a perfect business."

Today, the company has many ideological "effortless", to eliminate all the energy, tired and hard customer. But in the IKEA effect, to make things easier, not very good.

Sometimes, let your customers how to give them sweat smile.

The application effect of an enterprise can be in the IKEA experience, to provide customers. Whenever possible, allow customers to participate in the creation process, products, and services, so that they feel their creativity and make you bring them value. Customers have to pay extra money.

There was an article in the "Forbes market's advice:" if your customers and you create products, they will love them. "The researchers also pointed out that the company should take" human values "become" people to create value for the customer.