I am not a big fan of shopping at IKEA, but on a recent trip there with the family I discovered something (a fabulous touch point) that has completely shifted my feeling on the store. Tucked back in a corner near the entrance is a place they call Småland, a children’s play area. This touch point is even better than the meatballs they sell at the food court.
So what is Småland and how does it work. It is a play area where we were able to drop off our son while we shopped. Instead of him having to tag along with Mom and Dad, he got to play in ball pits, on sliding boards, tunnels, climbing obstacles and even watch a movie. That is right; he got to have a blast in Småland while we shop for the furniture and home goods we needed. No more having to chase him through the kitchen models or drag him along as he gets bored and restless. We could concentrate on our shopping and he gets to run around in an area where it is allowed. There are some rules, age restrictions and requirements like the children must be potty trained, but the best part… it is free of charge.
Småland is a great example of a company looking outside of its normal operations and creating a touch point for the brand that is unexpected. A touch point that creates a positive perception for the brand, I know it did for me. With this one simple idea, IKEA as completely shifted my perception of the brand and changed my feeling about having to go shop there. Their furniture may still come with some of the least helpful instructions, but their stores provide an enjoyable shopping environment having Småland available for the kids.
Author: Gary Balakoff