00:00Kia's continued to grow at a rapid pace, and it eventually became the largest furniture retailer
00:04in the world. But that didn't stop Ingvar from coming up with more ways to improve the customer
00:10experience. In 1982, he introduced a flat-pack design service, which allowed customers to
00:16customize their kitchens and bathrooms according to their preferences. This was a huge hit with
00:22customers, and it quickly became one of the most popular parts of the business. Just three years
00:27later, Ingvar took things a step further and invented a tool that allowed customers to
00:31plan their entire home layout, including walls and windows. In addition to the customization
00:37options, this made IKEA one of the best places to shop for furniture. At this point, though,
00:42Ingvar felt that the company had grown large enough, and he decided to scale back on new
00:46store openings. Instead, he began investing in marketing initiatives that could expand the
00:52reach of the brand. One of the most effective of these campaigns was a series of commercials
00:56that depicted the struggles of moving furniture up a flight of stairs. It perfectly captured the
01:01challenges of assembling furniture, and it resonated with audiences worldwide.
01:06IKEA followed this up with another ad campaign that poked fun at its own products. The commercial
01:11showed situations where the furniture was used in unconventional ways, like using bookshelves
01:16as a place to store food or using kitchen cabinets as storage for toys. Not only did these ads
01:22humanize the brand, but they also showed that the products could be used in a variety of
01:26different ways. But perhaps the most genius move that Ingvar made was to create a loyalty
01:31program in 1996.
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