IKEA is preparing for the first time in history to abandon the usual store format in terms of retail space layout.
The Swedish furniture giant has unveiled a store in the Netherlands that instead of the usual layout, products are ordered by price.
The main feature of the organization of the retail space in the new IKEA in Groningen is the sale of the so-called "full experience" instead of individual pieces of furniture and interior. IKEA organizes the display in such a way as to give the customer the opportunity to see, evaluate and purchase "the whole room" instead of individual products.
A new experimental store design for the Netherlands market has been developed IKEA specialists based on the results of recommendations from employees, as well as loyal customers of the company. Currently, the experiment is being closely watched around the world, the company notes. Among the novelties on display at the new store is a special room designed to accommodate students.
IKEA in Groningen is also testing a model of interaction with buyers with relatively low incomes. In particular, in the gallery of kitchen sets, all models are arranged in ascending order of price to help customers find products within their budget.
The official opening of the renovated IKEA store in Groningen took place in early July. The total area of the retail space is about 30,000 sq.m. The store has many "short" routes designed specifically for people who come "only for candles" or other goods.