Airdate: IKEA: How Do They Really Do It?
Industry insiders, retail experts and former employees lift the lid on the world’s biggest furniture seller.
- Published by David Knox
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- Filed under Programming
Tonight SBS screens a documentary special on renowned Swedish furniture giant.
Industry insiders, retail experts and former employees lift the lid on the world’s biggest furniture seller, IKEA. They divulge the secrets of the massive maze-like warehouse shops, reveal the tricks they use to get customers to spend and uncover how the stores are designed to keep us there….for hours.
The brand began in Sweden in 1943 and this documentary tells the story of founder and flatpack pioneer Ingvar Kamprad. We reveal the myriad of ways he cut costs and kept prices low, which included getting the customer to do the heavy lifting. We dissect IKEA’s quirky ad campaigns and discover the origins of the even quirkier names of its products as we reveal how this Swedish furniture giant captured customers’ imaginations, spreading ‘Scandi Chic’ across the world.
Wednesday, 29 November at 7.30pm on SBS.
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