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NAVIGATING IKEA Although it may seem odd to talk about a store solely in terms of its layout, if anyone deserves the honour, it's IKEA. Most people who have visited the store, whether or not they enjoyed the experience, can say that if there is anything that makes IKEA dif- ferent, the store layout is high on the list. And most will admit that IKEA has some awesome information architecture going on. In the main lobby, you'll find an array of sensible and well-marked services. There are restrooms and pay-phones, and even phone numbers for local buses and taxis. You can also find a huge diagram of the store in the lobby. On the first level, IKEA has everything laid out for people who know what they are looking for. As well, you can browse bins of "take-me-home-now" items. Here you will also find self-serve furniture aisles and a bistro. But of course, IKEA would prefer you to move up the stairs, to the second level, where things really get interesting. The second level is devoted to those people who aren't exactly sure what they want. All of IKEA's merchandise is laid out in context or, as some have called it, in room displays. This is perfect for anyone who isn't a decorator because IKEA provides the vision. As well, on this level you are guided to move in one direction. And in case you get confused, just look down! There are arrows on the floors and even signs at critical junctures that explain that you're moving through the store in a planned, straightforward manner. All of this, of course, has been purposely created. And while you can certainly move around in IKEA in your own way, chances are you'll feel odd doing so. But that's all part of IKEA's plan, proving that, if any store has an edge when it comes to retail layout, it's IKEA. Critics of IKEA's business practices, while admitting the stores are successful, question the ethics of the store layout and staffing decisions. They contend the stores are designed in a way to encourage, if not ensure, people spend more time shopping, resulting in consumers spending more time than they originally planned. For example, it has been found that shoppers spend on average two hours in IKEA, which is more than double the time they spend shopping for groceries. Alan Penn, director of the Virtual Reality Centre for the Built Environment at University College London, contends that IKEA's strategy is to keep customers in the store as long as possible. Penn further states that the confusing layout of the store, where shoppers follow arrows, encourages consumers to make more impulse purchases. Penn says shoppers will often place items in their shopping cart, knowing they are unlikely to venture back through the store and pick the items up when they are ready to leave. The result is more impulse purchases by customers. Additionally, there are fewer employees on the floors of an IKEA store compared with similar merchants. The result is consumers walking past the various impulse display bins as they search for help, which usually results in additional sales. Yet consumers do not seem to mind. In fact IKEA's global sales have grown every year since 2001, an accomplishment that would make any retailer jealous, and shoppers remain loyal to the brand and concept. 1. Do you think IKEA's store layout is ethical? Why or why not? 2. What are the advantages of IKEA's store design? What disadvantages do you see? 3. Why do you think shoppers are willing to spend so much time visiting an IKEA store? 4. Could a small start-up retailer mimic IKEA's layout? Why or why not? 5. Why wouldn't other larger retailers establish store layouts like IKEA? Would such a layout work for a grocery chain or a retailer, such as Walmart? Why or why not