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All the stores are self-service and are based on a do-it-yourself shopping experience. There are few contacts with customer service representatives within the stores, except for when the customer enters the transaction phase of their buying experience.
IKEA is proud to find the most cost efficient manufacturers for their products to in turn sell for a lower price to their customers. By replacing quality with low prices, IKEA has to step out of the normal standard of what a traditional furnishing store offers and take part in what is called a reverse positioning marketing strategy. Examples of the things that IKEA lacks are customer contact with employees, deliveries, assembling purchases, quality of products, style and culture adjustment...
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