Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How IKEA Turns Boredom Into Brand Loyalty
IKEA’s flat-pack model is famous, but its real moat might be the cognitive friction it forces on customers. This episode explores how IKEA deliberately designed a confusing store layout and complex assembly instructions to increase customer investment. By studying the 'IKEA Effect' in behavioral economics, we look at why consumers value products more when they help build them. We break down specific design choices from their catalogues and showrooms that turn shopping fatigue into brand loyalty, and what other retailers can learn from this counterintuitive approach to customer…
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