It's strange to observe how otherwise successful companies can remain oblivious to a chink in their armour that can turn success into failure.

I remember several years ago when Marks & Spencer were going through a major blip which was knocking them off their previously rampant perch in the retail world.

I interviewed a senior manager, the MD if memory serves me right, who turned the tables by asking me to recall the last time I'd bought a shirt from one of his stores.

I had to honestly admit that I hadn't set foot in one of their stores for a long time, simply because, at that time, they wouldn't accept credit cards.

The big cheese expressed genuine surprise that I didn't use one of their own store cards (I didn't want one) or use a cheque book and guarantee card (I never carry them).

He simply didn't seem to grasp what struck me as obvious about the way many people shop, men even more so. If you're like me, you'll sometimes find you have a little time to spare while in a town centre, and that's when the male shopping urge comes into action. Forgive me being genderist, but I suspect that few men set off on a shopping day the way rather more women do.

Eventually M&S did decide to accept credit cards (nothing to do with my observations I'm sure) and, sure enough, I have since popped into their places when the famous spare time arises.

Fast forward to the present day and the curious tale of Ikea, in many ways very modern and forward-thinking.

I won't bore you with the detail, but I'm installing some splendid book cases and stuff (technical I know) into my haven of brilliant thinking and creative genius. I chose Ikea furniture (there's their plus point) and now need a couple of corner units to complete my work of design art.

They have a website www.ikea.co.uk (so far so good) but then it all goes pear-shaped. They have a good little system where you can check if you desired pieces are in stock and at which stores, and this revealed that they're out of stock at Gateshead but OK at Leeds. Now Gateshead isn't too bad, but Leeds is pushing it a bit. Bear in mind that these bookcases are too big to go in the car, so it's case of taking them through checkout, paying for them, and then paying the on-site delivery company who will deliver them next day.

I finally got through to a human, no mean feat, and pointed out what I needed and asked what I thought was a simple question. Given that I'd be going to Leeds (or Gateshead on a good day) and handing over a credit card to organise delivery, couldn't I do the same thing over the phone or onlineand save a lot of time and fuel.

No I couldn't because the system doesn't allow it.

I love Sweden, and I like Ikea, but can you tell me why such a positive-sounding company has systems which haven't yet made it into the 20th Century, never mind the 21st?

Similar examples most welcome, and, if you're passing Leeds in the near future, give me a shout.

Published: 07/05/2003