Lesson Aim
Students watch a video about the economics of IKEA and practise language for retail strategy, customer behaviour, store layout, low-cost design and mass-market appeal.
Before watching
- Why do some stores make customers walk through many sections?
- Do you value furniture more if you build it yourself?
- What makes a brand appeal to both students and wealthy customers?
Prep Part 1
Drag the correct sentence ending into each gap.
Sentence endings
very fast and impressive successit becomes successful very quickly and impressively.layout where customers follow a set routetraditional or usualcustomers follow a set route through the store.Watch Part 1
Watch from 0:00 to about 3:03. Focus on IKEA’s store layout, customer journey, self-assembly and the IKEA effect.
Open Part 1 on YouTubeComprehension 1
Click each question to reveal the answer.
Vocabulary from Part 1
IKEA uses an endlessly winding floor .
The layout is confusing by .
The store is set up to make customers spend a .
Customers feel more attached to objects they put into.
Options
planeffortdaydesignconferencePrep Part 2
Drag the correct sentence ending into each gap.
Sentence endings
compromise where you gain one thing but lose anotheryou gain one thing but lose another.packed in a flat box before assemblythe ability to attract a very wide range of customersit attracts a very wide range of customers.Watch Part 2
Watch from about 3:03 to the end. Focus on price-first design, mass-market appeal, flat packing and democratic design.
Open Part 2 on YouTubeComprehension 2
Click each question to reveal the answer.
Vocabulary from Part 2
IKEA sometimes designs backward with the price point in .
Its obsession with low prices helped make it the largest furniture .
Flat packing reduces shipping and transportation .
Democratic design aims to create a better everyday life for the many .
Options
analyticspeoplemindcostsretailerVocabulary Review
| Expression | Meaning | Example |
|---|---|---|
| by design | intentionally, not by accident | The store layout is confusing by design. |
| fixed path design | a store layout with a set customer route | IKEA uses fixed path design. |
| the IKEA effect | valuing something more because you built it | The IKEA effect makes customers more attached. |
| design backward | start with a target price and then design the product | IKEA designs backward from the price point. |
| democratic design | design balancing price, form, function, aesthetics and sustainability | Democratic design guides IKEA’s philosophy. |
Phrasal Verbs and Expressions
Customers walk a maze-like path.
The store is set to make people spend time there.
IKEA asks customers to put products .
Customers get more attached when they put effort something.
IKEA came a low-cost flat-pack model.
Options
up withthroughtogetherupintooffCollocations
fixed path
flat packed
mass-market
low
democratic
Options
courtappealpricesdesignboxesdesignB2/C1 Grammar: Relative Clauses
This section practises defining and non-defining relative clauses for describing IKEA’s business model, store layout and design philosophy.
Grammar Section 1: Defining Relative Clauses
Choose an answer to get instant green/red feedback.
1. Complete: “IKEA uses a fixed path design ___ guides customers through the store.”
2. Which sentence is best?
Grammar Section 2: Relative Clauses in Context
IKEA is a retailer sells flat-packed furniture.
The showroom is a place customers imagine their ideal rooms.
Customers build the products themselves may value them more.
Kamprad was the founder ideas shaped IKEA’s low-cost model.
Options
whosewherewhichwhowhenGrammar Section 3: Speaking Task
| Use | Example | Your turn |
|---|---|---|
| who | Customers who enjoy DIY may like IKEA more. | Describe a type of customer. |
| which | Flat packing, which reduces transport costs, is central to IKEA’s model. | Describe a business strategy. |
| where | The showroom is a space where customers can imagine different rooms. | Describe a store or workplace. |
| whose | IKEA is a company whose success depends on low prices and design. | Describe a company or brand. |
Thought-Provoking Questions
1. Is IKEA’s maze-like store layout clever or manipulative?
2. Do people value things more when they assemble them?
3. Is flat packing good for customers, companies, or both?
4. Should low price be more important than convenience?
5. Why do IKEA products appeal to different income groups?
6. What other companies use customer participation as part of their model?
7. How could IKEA improve the shopping experience without losing sales?
Role Play
| IKEA strategy team | Customer experience team | Useful compromise language |
|---|---|---|
| The layout increases discovery. Flat packing keeps prices low. Self-assembly creates attachment. | The journey can be frustrating. Customers may want shortcuts. Assembly can be stressful. | We could keep the benefits while... One compromise would be... Let’s test... |
Context
Student A
You are the strategy manager. Defend the fixed path layout, flat packing and self-assembly model.
Student B
You are the customer experience manager. Suggest ways to reduce frustration without damaging IKEA’s business model.
Role play task: Agree on two improvements that keep IKEA’s low-cost strategy intact.
Thank You
You have completed the ESL CONNECT video lesson.