IKEA in the U.S. now implements a new sales requirement as part of commitment to safer homes. The new process now in which we buy furniture from Ikea, specifically furniture that could possibly tip over (dresser, nightstands, wardrobes) had changed. Customers must acknowledge the need for wall attachments before purchasing IKEA chests of drawers and other select clothing storage units
So to recap my process: Amber walks into Ikea and looks at all the beautifully design rooms! Amber spots a dresser (in which I need for my home office to hold books, and other irrelevant things!). Amber goes to look at the tag of the dresser, which in the pass would have told me the aisle and the bin number of where I could find the dresser. Amber’s process was stopped, as there was no aisle or bin number, just a QR could. (To the right is what the customer journey map for Ikea looks like in my head: a wrangled map where the process can get a little tangled).
- Customer should scan the QR code, which will take them to an Ikea informational page, in which the customer will fill out their information (name, address, number, zip code, and by the way, IKEA has no way to know if the information that you are filling out is the correct information, so you could potentially put in dummy content, or someone else information).
- Next, you will sign a waiver saying that you understand that the furniture that you are purchasing should be attached to a wall or wall attachments.
- Next you proceed to pick up your order (preferably in a different area of the store) where you will be greeted by an Ikea store employee who you will have to show your signed waiver (on your phone) and that employee will escort you to where your furniture is located(which before you would just walk to the aisle of where your furniture is, but now that aisle is locked, and an IKEA employee will have to unlock the aisle).
- Employee will take you to the bin number, watch you load your furniture into your cart (side note, the gentleman that escorted me to the aisle where my furniture was located informed me that the employees are not allowed to help customers load furniture into their cart).
- Customer leaves aisle
- Ikea employee to lock the aisle.
Customer Journey Map for College Students created by Paige Franklin
Yes, I am sure that this big brand named Ikea has used and created customer journey maps for its customers process, however I also wonder if they tested this on their customers, and if it was well received. I think that there could be some pain points that could be addressed in the customer \journey map that could identity truly how the customers feels throughout their process, and if their needs where meets.
I think that their customer journey map would be more well-crafted to take a customers pre-purchase into consideration.
I also think that knowing all customers touch points can give Ikea as a brand a better understanding how their customers navigate through the store with their new customer journey map.
- What if the customer does not have their phone, then making the customer leave the store to get the phone only to come back inside the store. This could potentially allow the customer to just leave the store?
- What of the customers phone dies and cannot scan QR code?
- What if their is bad reception and the QR code does not scan?(this happened to me, and an Ikea employee was able to help me)
- What if the customer is disabled and cannot lift furniture to put into the cart (now that Ikea employees are not able to assist with loading of the furniture)?
Here’s the bottom line: A well crafted customer journey map can give businesses a way of getting into their customers’ heads, helping them gain valuable insight and understanding regarding common customer pain points. They also aid in building empathy for customers, helping brands understand what buyers want and how they feel. Would love to see an official customer journey map of Ikea’s to see if the process is them, or is it me.
Ikea.com (28 January 2021) IKEA U.S. implements new sales requirement as part of commitment to safer homes. Retrieved from https://www.ikea.com/us/en/this-is-ikea/newsroom/ikea-u-s-implements-new-sales-requirement-as-part-of-commitment-to-safer-homes-pubbda6b640
Anderson, Steven. Paymentweek.com (12 May 2016) IKEA Sets Up A New Checkout System Using Quick Response Codes. Retrived from https://paymentweek.com/2016-5-12-ikea-sets-up-a-new-checkout-system-using-quick-response-codes-10509/
Franklin, Paige. paigefranklin.com. Customer Journey Map The ask: Create a customer journey map for college students shopping at IKEA. Retrived from https://www.paigemfranklin.com/portfolio-1