Not being able to open their doors, Ikea is exported to supermarkets.
Deprived of direct access to its customers, the brand is trying to adapt and solutions are emerging at the local level as in Ille-et-Vilaine where Ikea is opening, this Tuesday, March 9,
"a point of service. ephemeral ”
in the Cora supermarket.
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The two stores, both located in the town of Pacé on the outskirts of Rennes, have entered into an agreement allowing the furniture and decoration chain to occupy a 100 m2 corner.
On site, eight employees from Ikea Rennes will be present
"to offer consulting, sales and inspiration services,
" said the Swedish giant in a press release.
The objective of this local initiative is
"to ensure the continuity of the activity"
but
"it will end as soon as the Rennes store reopens its doors"
, specifies the France management of Ikea at
Le Figaro.
.
In the Rennes corner, open from 10 a.m. to 6 p.m. from Monday to Saturday, customers will have access to design points in order to develop their future kitchen or storage with the possibility of having their package delivered to their home or collect their package on site. .
32 of 34 Ikea closed
This local initiative is not the only one in the network.
The Toulon store, also forced to close its doors, moved closer to the nearest shopping center to open a space there last February.
For the moment, these are the only two sites to have established such a partnership, but the concept could well appeal to others.
Almost all of the 34 Ikea stores are in fact closed, except the one located at Place de la Madeleine in Paris and the clothing site in Nice following restrictions imposed by the health crisis.
At the end of January, Jean Castex announced the closure of all galleries and non-food shops of more than 20,000 m2.
On March 4, the measure was extended to those over 10,000 m2.
With no prospect of reopening, Ikea is banking on online sales with a contactless “click and take” service offered by almost all of its stores as well as remote design assistance.
At the beginning of December, the brand also announced that it was going to stop publishing its famous catalog, the victim of changes in consumer practices, after seventy years of publication: “
Turning the page of our catalog is a logical continuation
, had explained Konrad Grüss, director of Inter Ikea Systems.
We will continue to offer new ways to reach and inspire as many people as possible.
"
