ikea retailer

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Post on 18-Jun-2015

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DESCRIPTION

IKEA as a retailer in home furnishing category

TRANSCRIPT

Page 1: IKEA Retailer
Page 2: IKEA Retailer
Page 3: IKEA Retailer

•  IKEA & its Retail Model

•  IKEA Status

•  Wheel of Retailing

•  Retailing Life Cycle

•  Atmosphere Marketing

•  Pop-up Store

•  Summarry

WHAT FOR TODAY?

Page 4: IKEA Retailer

IKEA & ITS RETAIL MODELS

Page 5: IKEA Retailer

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

Page 6: IKEA Retailer

IKEA STATUS

Page 7: IKEA Retailer

The wheel of retailing

Page 8: IKEA Retailer

Retail Life Cycle

Page 9: IKEA Retailer

A

ATMOSPHERE MARKETING

Page 10: IKEA Retailer

VAR 1: OLFACTIVE

• Smell of new furnishing • Fresh

Page 11: IKEA Retailer

VAR 2: SOUND

• Classical music broadcasted • Create comfortable feeling to customers

Page 12: IKEA Retailer

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

Page 13: IKEA Retailer
Page 14: IKEA Retailer

VAR 4: SOCIAL

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

Page 15: IKEA Retailer

IKEA POP-UP STORE

Page 16: IKEA Retailer

Paris Airport CDG 2012

London Train Station 2013 Thailand 2013

Brussels 2012

Page 17: IKEA Retailer

SUMMARY

Page 18: IKEA Retailer

IKEA: Successful Retail Model

Page 19: IKEA Retailer

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

Page 20: IKEA Retailer

Thanks!

Prepared by Nam & Yen (Vietnam)