When most cities can be covered online, and at the same time, the new generation of consumers have made online and offline consumption a daily routine, and if there is no special need, it is difficult for them to drive 40-60 minutes to the "blue box" store.
Therefore, IKEA is accelerating the creation of more convenient touchpoints outside of the traditional "blue box" stores, such as opening small stores near subway stations and large shopping malls in the city.
These flexible and convenient small stores are like brand touchpoints, allowing consumers to know IKEA and then buy and browse online through the IKEA App. On top of that, consumers may want to experience the list of macedonia whatsapp phone numbers "big blue box".
IKEA starts from increasing customer convenience and uses small offline touchpoints as the main market expansion model, and will consider several prerequisites.
First, the model must be run smoothly. The coordination and logistics efficiency between the small stores and the parent store (blue box store), the establishment of the organizational structure, the standardization and simplification of the store opening process, the selection of equipment and products, the site selection criteria and other details must be taken into consideration to ensure that the model can be profitable.
According to IKEA's internal calculations, in a regional market, there should be 2-3 small stores similar to design ordering centers to coordinate with large stores, maximize efficiency and obtain better profits.
The second is market selection. IKEA will consider the market size, number and loyalty of consumers, profitability of the parent store, etc. For example, as a design ordering center with "whole house design" as its main business, it is best to open it near a community with a relatively large demand for replacement. At the same time, in IKEA's larger and more mature markets, it is easy to form a scale matrix of business formats.
In the current Chinese market, as the housing market enters the stock market and the aging trend, the service capabilities of home furnishing companies have become the key to gaining differentiated advantages. Entering the community, getting closer to consumers, providing affordable and sustainable products, and at the same time, meeting the latest upgraded needs such as old house renovation and aging-friendly home furnishings, IKEA is constantly looking for broader market opportunities.
