ikea retailer

•  IKEA & its Retail Model

•  IKEA Status

•  Wheel of Retailing

•  Retailing Life Cycle

•  Atmosphere Marketing

•  Pop-up Store

•  Summarry

WHAT FOR TODAY?

IKEA & ITS RETAIL MODELS

About IKEA

²  Target customers:

people who care about price

²  Target market: EU, US, Asia

²  Category: home furnishing

² Key values: well-designed, functional, affordable

² Retail format: hypermarket

IKEA STATUS

The wheel of retailing

Retail Life Cycle

A

ATMOSPHERE MARKETING

VAR 1: OLFACTIVE

• Smell of new furnishing • Fresh

VAR 2: SOUND

• Classical music broadcasted • Create comfortable feeling to customers

VAR 3: VISUAL

•  Flexible paths, enough space

•  Time: customers spend more

real time than perceived time

•  Very clean

•  Light environment à perceived

quality & appearance of goods

VAR 4: SOCIAL

Salepersons: •  in yellow uniform •  good attitudes •  Profession service

IKEA POP-UP STORE

Paris Airport CDG 2012

London Train Station 2013 Thailand 2013

Brussels 2012

SUMMARY

IKEA: Successful Retail Model

5 Successful Keys of IKEA ²  Catalogue book: introduce ab ideas and furniture design ²  Low cost: 1.800 supplier at 55 countrys ²  Sales model: easy to remember and impressive ²  Not just furniture: restaurants and café ²  Focus on women: oriented psychology and buying behavior

of women

Thanks!

Prepared by Nam & Yen (Vietnam)