Typical route taken by customers IKEA The store has followed the arrow independently through the simulated room for decades, and even if it eventually leads to checkout after a few hours, it may soon become history.
The company has announced plans to introduce so-called more immersive experiences.
According to industry media reports, the Swedish retailer’s new concept aims to encourage sustainability. Customers can become “part of the furniture” by wandering around in the space, and can become the focus of attention if they wish.
Customers will be invited to hang out with social media “influencers” Or retreat to the leisure area of the store. In many activities including phototherapy, they will be encouraged to “interact, connect, recharge” and, of course, take selfies. According to reports, they will also be invited to a seminar in the “creative room” where they can make and repair household items.
IKEA’s so-called “Tomorrow Home Experience” will be piloted in Shanghai. ChinaIt was previously tested on customers in Szczecin, Poland, and was promoted as an opportunity to learn about sustainable living.
“Look at how to make your home a life that respects nature. You will learn about the new role of indoor plants. You will discover new and effective ways to dispose of waste. You will rebirth with light and try zero-waste cuisine,” Read about Qie Qing’s promotion to customers. It also provides instructions on how to make a miniature garden, and provides free fertilizers. IKEA suggests that visitors may even be inspired by this experience and want to help improve the environment outside the store.
Tests will be conducted in London and Vienna later this year.If successful, the model is expected to be promoted nationwide Europe, According to retail media publications.
The IKEA press office rejected the interview request on the grounds of time constraints. Whether the new experience will be used with the traditional arrow path system, or completely replace it, is unclear.
But Anna Pawlak-Kuliga, CEO and President of IKEA China, also has the title of Sustainability Officer. She told the German retail magazine Lebensmittel Zeitung (grocery newspaper): “People have high expectations of their homes and they need to belong. Sense. To the social community.”
She added that with the introduction of new concepts, it is hoped that “consumers can continue to be inspired to live a meaningful life at home and outside of home”.
Retail commentators called the move “revolutionary” because the IKEA guided path concept and Scandinavian meatballs and cranberry jam have had such a big impact on furniture shopping.
Although this will be seen as a response to pandemic life, in which the comfortable home has become an obsession for some consumers, it will make IKEA once again criticized for the contradiction between mass production and sustainability. In the past, IKEA tried to emphasize its green reputation by joining ride-sharing services, launching repurchase and resale services, and participating in retail dimming activities.
Last year it stated that it had conducted audits throughout Europe Excessive claims -It denies-it uses illegally harvested wood in its products.
