IKEA Builds Smaller Format Stores-Comes Closer to Customers
| Case Code: MKTG453 Case Length: 9 Pages Period: 1943-2022 Pub Date: 2023 Teaching Note: Available |
Price: Rs.300 Organization : Inter IKEA Systems B.V. Industry :Business & Consumer Services Countries : United States Themes: Marketing Strategy, Consumer Behavior, |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In August 2022, Inter IKEA Systems B.V. (IKEA) opened its smaller format stores called “Planning Studios” at Arcadia and Long Beach, California, US. The two “Planning Studios” was part of the IKEA’s strategy of moving closer to the customer and the smaller format store concept was the result of extensive market research undertaken by the company. The latest “Planning Studios” in the US ranged from 8,000 to 9,000 square feet and mainly catered to bathrooms, kitchen and bedrooms as per the city living standards. Gustavo Tinajero, Area Manager-Greater Los Angeles, IKEA US, said, “The all-new Planning Studios in Arcadia and Long Beach will allow customers to meet with professional consultants who can help them optimize their living space. With full-service delivery, this is a new, intimate experience that’s uniquely IKEA.” ..
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