IKEA Retailer
Post on 18-Jun-2015
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Transcript
• 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)
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