Monday, September 17, 2007

Ikea and the Middle Road

Since every move anywhere now requires a trip to Ikea, my team braved the Emeryville store on Sunday. Hanging above the gaggles of children, we found the following sign:

Take a careful look at which size is highlighted as the best value: it’s the Regular size, not the Large. In all my years, I’ve never seen an American company NOT promote the largest size as the best deal. Super-sizing encapsulates the normal approach our businesses have taken to sales. Buying more means getting a better deal. Take movie popcorn. For a small bag of popcorn, you pay $4. But for a bucket of popcorn—with 4x the amount of food—the price is only, say, $5.25.

Ikea is bringing a new sensibility to the states: moderation, not volume, as the new best value.

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