Description: Estimates stated that approximately 4,000 customers lined up for last week’s opening of Canada’s 13th Ikea store in Halifax, Nova Scotia. Having exited the city about 30 years ago, Ikea’s new store seemed to be quite welcome, at least judging by those waiting in line for their chance to be first at the Swedish retailer’s wares. Many of the 4,000 customers camped out overnight in damp weather to claim their spot in line.
Date: September 27, 2017
1) What has Ikea done right to create such customer commitment?
2) Would you be prepared to camp out overnight in a damp environment to be among the first to shop at a new retail establishment? If so, which one?
3) The story tells us that the Halifax area was actually home to the first Ikea in all of North America. Why do you think the company may have chosen that location to launch its North American beachhead all those years ago?