If you have been to IKEA, even if you will not enter the domestic buyers, you will still be tempted to buy hot dogs and meatballs to feast on!
Indeed, this veteran Swedish home furnishing retail giant has a lot of operating "features"-the furniture store sells hot dogs and ice cream, the layout of the maze-like stores, and then the sofa, the bed becomes a "sleeping resort" for customers, and so on.
In this regard, IKEA Hong Kong and Macau Marketing Director Li Chaocheng answered one by one. He said: "We hope that the public will know that IKEA has always been a very interesting and surprising company!"
Secret 1: "Shopping after eating" accounted for 50% of customers
Li Chaocheng pointed out that the company's purpose is to provide customers with goods at affordable prices. Therefore, whether it is food or household products, they all hope to sell them at preferential prices.
Indeed, if you want to have a hot dog set meal for 12 yuan each in Hong Kong, I believe that apart from IKEA, it is difficult for any store to be able to satisfy it.
"There will definitely be hot dog meals in the world, and they must be priced at the lowest price in the market!"
At present, IKEA food accounts for about 20% of the overall merchandise. For a standard store, it is divided into three parts, namely restaurants that provide dine-in, gourmet food stations that provide take-out food, and IKEA's food supermarket "Sweden Food Gallery".
Li Chaocheng believes that selling food can increase the opportunities for customers to shop every day and make them consider other products in the store while shopping.
Li Chaocheng revealed that restaurant revenue accounted for about 10% of the total turnover, and customers who came to dine alone accounted for 10%, but customers who ate after the restaurant and then went shopping in the store accounted for 50%. This shows that the IKEA restaurant plays an important role in the overall business. Role.
IKEA has a wide selection of refrigerated foods.
(Photo by Ou Jiale)
When asked which foods are "regular", Li Chaocheng said that hot dogs and pizzas are favorite snacks of Swedes, so IKEA chose to include these foods in the menu.
In order to promote Swedish culture, IKEA's food categories are divided into two parts, namely global fixed dishes, namely, herb salmon and meatballs, and seasonal foods set according to the region.
"Hong Kong is a city of Chinese and Western blends. Earlier we had introduced Buddha Jumping over the Wall, fried dumplings, etc."
Since there are IKEA "famous" meatballs all over the world, will the taste be adjusted according to different regions?
Li Chaocheng said that the cooking method of the food in the store is not complicated, so local chefs are in charge. "The fixed dishes in all branches around the world have the same taste, because the weight and ingredients are the same, and the traditional Swedish flavor is preserved."
IKEA foods account for about 20% of the total products.
(Photo by Ou Jiale)
Revealing the second, the 100,000-foot "maze" turns out to have shortcuts
Visiting IKEA is a large-scale leisure activity for many families, but many people say that they often get lost in the 100,000-square-foot "maze" of IKEA. Earlier reports indicated that IKEA foreign branches are experimenting with new store formats to allow customers to shop. If you stop walking the "maze", will the Hong Kong branch be reformed at the same time?
Li Chaocheng said with a smile that even if we open a standard-sized branch in the future, we will not lose the design of the "maze". "Visiting IKEA is a family activity for many citizens, and we don't want our customers to miss every product. (Actually, we Tsuen Wan) All stores have shortcuts, so try to find them!" He said that there are many signs in different branches, and customers may "sometimes not get it."
The new store in Dapu is no longer a "maze".
(Photo by Ou Jiale)
Secret Three, Transform into "Starbucks" and "Sit"
I believe that everyone in IKEA will definitely see a lot of lovers, elderly people, and adults on their way, or cuddling or spreading out on the sofa to rest, chat and even sleep in bed. For this situation, Li Chaocheng humorously said, "First of all, thank the citizens for thinking that IKEA is a A safe and comfortable place."
If the guests do not influence others, the company will not resist them sitting on the in-store combing.
(Photo by Ou Jiale)
He pointed out that he is proud of creating a comfortable shopping environment for customers, and if the customers do not influence others, the company will not resist this situation. Of course, this is not the same as encouragement.
"You can go to some coffee shops to sit all day, but when there are many people waiting for a place, you have to give up your seat. The guests and the staff can respect each other. The problem is actually not a big deal."
