Ikea is currently testing a new store concept in Shanghai: A classic part of the furniture store visit is to be canceled and space for "experiences" is to be made.
Shanghai - Classic shopping at Ikea usually follows a simple but fulfilling routine: you park in front of or in the blue box, drive through the decorated exhibition area and pack far too many napkins, pillow cases or tea lights in your plastic carrier bag. At the end there is a well-deserved hot dog or Swedish meatballs with fries. The furniture giant has established itself with its stores all over the world.
But the trip to the furniture store could soon be very different.
The group recently advertised with new digital concepts and sustainability intentions.
Because Ikea is working on a new store concept.
Of all things, one of the most basic elements has to give way: the classic, mostly time-consuming tour through the exhibition area.
No more children, living and dining rooms lined up next to each other.
Instead, it should be “emotional and encouraging customer experiences”.
The Inkga Group explains this in a press release.
Ikea is testing a new store concept: “Community Hub” instead of a classic tour
The group manages the majority of the Ikea branches, which are represented in 30 countries, and is the world's largest furniture retailer.
One of its 378 stores, the IKEA Xuhui, is in Shanghai, China.
The new Ikea concept is currently being tried out here.
The branch is not the first without a large exhibition area.
Instead of the running track, however, there is “a mixture of open and quiet areas”.
Visitors should relax or interact with one another.
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A furniture store as a meeting place?
- In Shanghai, Ikea is currently testing a new philosophy.
© Ingka Group
Events, workshops, product launches or, for example, cooking courses will then take place in so-called “community hubs”.
A "makers hub" is to become the point of contact for repairs and projects.
“The demands on a home have increased.
People want more social exchange and belonging, ”explains Anna Pawlak-Kuliga, country manager and sustainability officer for Ikea.
The Ikea branch in Shanghai is being converted into a “Next Gen” store: Radical changes are also planned in Europe
The new areas are to be tested in Shanghai and will soon also be used in Europe. If Ikea and the Ingka Group have their way, Ikea visitors should not only shop here in future, but also spend their free time. Oh, and best of all, of course, capture your “emotional and encouraging” experiences photographically and share them on social media. The Global Deputy Retail Operations Manager Stefan Vanoverbeke calls this the “next gen” store. The future of the furniture house? (vs)
