Bauman, Lliquid Moaer, Polity Press, 2000
P.33
'Identities seem fixed and solid only when seen, in a flash, from outside. Whatever solidity they might have when contemplated from the inside of ones own biographical experience appears fragile, vulnerable, and constantly torn apart by shearing forces which lay bare it's fluidity and by cross-currents which threaten to rend in pieces and carry away any form they might have acquired.'
- we appear to have an identity from the outside to others
- all in search for our identity, trying to change and fix ourselves to a solid identity
- we shop with a fluid identity in search of what we want
- when we buy products we think we are buying that identity and consuming it
- Ikea adverts show there narratives of relationships
- when we shop in there store those narratives are represented in the hyperreal set ups
- those emotions and identities demonstrated are passed on to the products
'intrinsic volatility and unfixity of all or most our identities, it is the ability to 'shop around' in the supermarket of identities, the degree of genuine or putative consumer freedom to select ones identity and to hold to it as long as desired that becomes the royal road to the fulfilment of identity fantasies.'
- constant ability to pick and chose our identity now due to technology/globalisation/consumerism
- used to be born into your identity and was fixed
- now this volatility allows us to select our identity amongst a range as we desire
Cocreating Customer Value Through Hyperreality in the Prepurchase Service Experience, Bo Edvardsson, Bo Enquist and Robert Johnston, Journal of Service Research 2005, Sage Publications
'value is now centred in the experiences of consumers'
(The future of consumption, Prahalad and Ramaswamy 2004, P.137) P.150
- companies competing to differentiate themselves
- not just embedded in products and services
- want to engage customers
- manage there experience and expectations
- service companies want to demonstrate the service before the customer buys
- prepurchase experience
'We experience the reproduction of human roles, relationships, and characteristics initially simulated on the screen.' P.151
'These experiences and settings are engineered to allow customers to vicariously experience some other place, time, or reality. P.151
- not only access the functional qualities but also experience the emotional qualities
- involve simulation
- powerful believable hyperreality
- impact on individuals
'active or passive role' P.151
- customers go on stage
- cocreating the experience
- improvisational theater
'servicescape' p151 Bitnar 1992
- combination of service and landscape
'ambient conditions such as temperature, air quality and noise' p.152
'space/function such as layout, equipment and furnishings' p.152
'signs, symbols and artefacts such as signage, style of decor and personal artifacts' p. 152
Bitnar
- stores interior design physcology
'all social interaction is affected by the physical container in which they occur'
Bennett and Bennett (1979, P.192)
- intended service is achieved by the design of the environment
- creating the servicescape representing a physical reality
'Environmental factors drive internal responses that affect behaviour in terms of approach, avoidance and social interactions between and among customers and employees.' p.152
- the space, signs and conditions cause emotional and physiccological response that effect our exploration of the space, the time spent and our interactions with others in the space
'Physical artefacts' p.152/3
- physical signs, symbols, products and infrastructure
- direct influence
- lighting, temperature, room set ups
'Intangible Artifacts' P.153
- mental images, brand reputation and themes
- company culture and strategy
- the pencil and tape, the store direction and layout
- corporate narrative
'Technology' P.153
- look for things on computer for dimensions
- cocreation of experience
- interaction
- change role of customer - self-service
'Customer placement' P.153
- prerequisite for interaction
- customer is placed and staged
- experiences are linked to customers and they are personal
'Customer involvement' P.153
- time the viewer takes between his own life and the stimulus
- Ikeas direction through the store and providence of cafes create an extended customer involvement
- Set ups and the ability to use and move around them create interaction between the person and the stimulus and situation
'hyperreal service experience' P.153
- varys from customer to customer
- perception
- result of the interpretation of all the above occurring in the experience room
'encourage customers to see, test, and enjoy home design solutions' P.154
- how they create customer value
- personalised customer experience through cocreation
Experience Rooms
- designed in the same way
- most of the furniture comes in the same collection
- created and intended for different customers or target groups at the same time
- relate to needs of everyday life
- relate to rooms in the catalog
- shown representing different family needs
- catalog has themes eg 2004 child 2005 bedrooms
- hot spots of the stores
- people measuring things round the store
- actively discuss with one another
- consult the staff
- furniture can even be put into rooms the size of the customers
- promotes a special type of hyperreality
- 'fantasy and reality are combined to illustrate or simulate solutions to real-life problems'
Living Room
- Scandinavian feel
- furniture, fabrics, lighting, books, television
- some people decide to buy everything in the room
- clearly envision that specific living room as their own
- great source of inspiration even if they don't buy anything
'combine functionality with emotional involvement'
- encourage interaction, discussion and envisioning
Physical Artifacts P.155
- Ikea store as a whole
- placed to create the illusion of a real room
- space, light, and ambient temperatures all contribute to this creation
- guide customers through the store to the warehouse
- signage, colour floor covering, different intensities of lighting guide customers along the route
- strategically placed information boards
- products feature detailed product information
- food at end - final happy memory
Intangible Artifacts P.156
- ' product range is our identity' Ingvar Kamprad
- organisations image and brand
- catalog - tangible and intangible depicting photographed interiors - strong mental images
both subtle and unsubtle images of brand and values
- supporting activities, images and themes
- supported by anthropological studies
- expressed using trendy design, good technical quality, inexpensive furniture and other items for home
- themes are created in the rooms and supported by catalog, commercials and loyalty programme
- values - informality, cost consciousness, very humble and down to earth approach
- it's culture represented and shared through intangible artefacts
- develop these methods through behavioural science and anthropology
- studies customers in own reality to understand how it can add value to there lives
Technology
- assemble the furniture at home
- transportation easier and product costs cheaper
- computers help customers design through three dimensional simulation
- another way of co creating there home solutions
- reconfiguration of the process
- innovative element and comparative advantage of ikeas offering
Customer Placement
- allowing customers to immerse themselves
- create there own reality
Customer Involvement
- customers can relate
- involved in creating and assessing solutions
- ikea emphasises the role of the customer
- one another, employees, technology
- children in the play areas
- customers helping each other
- sharing ideas and suggestion in informal conversation
- experiences not predefined
- all about coprodcution
The Hyperreal Service Experience
- experience is created by customers
- Ikea family - loyalty programme - special offers and annual catalog
- 'analysing the experimental world of the customer'
- heart of the service conceptualising and product range development
- profound understanding of its customers
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