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Ikea is heading to the city center (Pick out)
Jan 25, 2024
Learn about how Ikea is opening smaller stores in city centers to appeal to apartment-dwellers. The podcast discusses the advantages and challenges of the different store formats and explores the convenience of having an Ikea store in the city center. They also talk about the concept of 'pick out' and share examples of picking out outfits, avocados, and a bookshelf at Ikea.
17:55
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Quick takeaways
- IKEA is opening smaller stores in city centers to appeal to apartment-dwellers who can't make it to the huge stores far away.
- The city store format allows IKEA to cater to a new market segment while providing convenience to customers who may not have the time or means to visit a traditional IKEA store.
Deep dives
IKEA expands to city centers
IKEA, the Swedish furniture maker known for its massive stores on the outskirts of metro areas, is now experimenting with a new store format in city centers. These smaller city stores, found in popular shopping malls or on main streets, offer a curated selection of about 2,600 products. While some inventory is available on site, the city stores also serve as showrooms for online orders. This new format allows customers to browse and select items in person and then have them delivered to their homes. The city stores have attracted new customers who may have felt uncomfortable ordering online or found it inconvenient to visit the larger format stores.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode