By Mrs Louise Evans, Head of Studies of Society and Environment

Year 11 business studies students recently visited IKEA to conduct some observational research about marketing strategies. This was an excellent opportunity for students to observe and experience the techniques used by the retail group to ensure customers spend plenty of time in their stores.

Students navigated the layout of the Canberra store and noted that they saw nearly every product that IKEA has to offer on display. Many commented on the feeling of wanting to follow the arrows rather than attempt to take a short cut, subsequently realising that this is exactly what the store planners wants us to do too!

Students observed that IKEA caters to a wide range of age groups and noted the way that customers are encouraged to interact with the furniture displays. Visiting a store such as IKEA gives our business studies' students an important opportunity to contextualise their learning and become more aware of the strategies that marketers use to influence customers.