What retail is hired to do: Apple vs. IKEA | asymco

However, there is one major thing they have in common: a clear formula for positioning your retail operations. Both operations are positioned around a job-to-be-done that has a high priority in people’s life.

Apple offers a place where people can discover and get answers about technology without the pressure of making a purchase. The job is to simplify that which is complex for a price premium.

IKEA offers a place where people can get exactly what they need exactly when they need it. The only downside is that “some assembly is required”. In a way, their job is to introduce some complexity in exchange for convenience and a discount.