Co-creating ikea
Co creation is one of the most upcoming trends from past few years. In order to create customer centric value through products and services many brands have actively involved themselves in the process of co creation.
Co-creation is a value creation process in which suppliers and customers engage in interactions to exchange knowledge and resources in order to co-create value (Möller 2006). It is one of the most upcoming brand trends from past few years. Some people call it open innovation. Co-creation offers a platform for individuals, organizations and communities to discover & implement new ways of creating impact and value. It inspires and empowers people to participate in the creation of solutions that meet not only their needs but also dreams and aspirations as well as helps to create long-term improvement in the quality of their life.
More and more, consumers have a hand in creating brands, whether by generating advertising content, telling companies what new products they’d like to see on the shelf, or advising them on how to improve customer service. Consumers have found their voice and aren’t afraid to speak up to the brands they know and love. Many brands are now encouraging consumers to share their brand experiences.
The interactive and interdependent nature of value co-creation processes challenge traditional management practices, customer should be involved at every stage of product or service development, every encounter between customer and supplier is extremely important. The co creation of brand value may involve co creation of various things like, products, services, advertising content, processes, innovation and overall customer experience. Also, empowered consumers demand more.
IKEA
IKEA, the most successful retail furniture company in the world, has created “experience rooms” and hyper reality to provide customers with value. At IKEA the physical form a part of the pre-purchase service experience. They call it as “solutions to real life problems” where customer value is added through the co-creation of personalized customer experiences in stores where the company encourages customers to see, test, and enjoy test-drive of their home design. Many different experience rooms are created and intended for different customers or target groups at the same time. Families are inspired and get new ideas while in the experience rooms. The value lies in customers becoming involved in creating and assessing solutions to special needs or everyday problems at home in the true reality. Customers share ideas and suggestions during informal conversations with one another and sometimes with other customers and IKEA staff as well. Customers are involved and that they create their own experiences and not predefined ones. IKEA also encourages customers to do their own assembly and thus selling the furniture at discounted prices.
Co-creation is a value creation process in which suppliers and customers engage in interactions to exchange knowledge and resources in order to co-create value (Möller 2006). It is one of the most upcoming brand trends from past few years. Some people call it open innovation. Co-creation offers a platform for individuals, organizations and communities to discover & implement new ways of creating impact and value. It inspires and empowers people to participate in the creation of solutions that meet not only their needs but also dreams and aspirations as well as helps to create long-term improvement in the quality of their life.
More and more, consumers have a hand in creating brands, whether by generating advertising content, telling companies what new products they’d like to see on the shelf, or advising them on how to improve customer service. Consumers have found their voice and aren’t afraid to speak up to the brands they know and love. Many brands are now encouraging consumers to share their brand experiences.
The interactive and interdependent nature of value co-creation processes challenge traditional management practices, customer should be involved at every stage of product or service development, every encounter between customer and supplier is extremely important. The co creation of brand value may involve co creation of various things like, products, services, advertising content, processes, innovation and overall customer experience. Also, empowered consumers demand more.
IKEA
IKEA, the most successful retail furniture company in the world, has created “experience rooms” and hyper reality to provide customers with value. At IKEA the physical form a part of the pre-purchase service experience. They call it as “solutions to real life problems” where customer value is added through the co-creation of personalized customer experiences in stores where the company encourages customers to see, test, and enjoy test-drive of their home design. Many different experience rooms are created and intended for different customers or target groups at the same time. Families are inspired and get new ideas while in the experience rooms. The value lies in customers becoming involved in creating and assessing solutions to special needs or everyday problems at home in the true reality. Customers share ideas and suggestions during informal conversations with one another and sometimes with other customers and IKEA staff as well. Customers are involved and that they create their own experiences and not predefined ones. IKEA also encourages customers to do their own assembly and thus selling the furniture at discounted prices.
More examplesWikipedia
Nokia Club My Starbucks BMW Interior Boeing Windows 7 |
FeaturesContinuous interactive dialogue
Creation of value More consumer centric product offerings Constructing personalized service experience Defining and solving problems jointly Co-creating Innovation |