For the first time in history, IKEA is preparing to give up the usual format of stores from shopping space planning.
The Swedish furniture giant presented a shop in Groningen, Netherlands, where instead of the usual layout of goods are ordered by price.
The main feature of the new IKEA store in Groningen is the sale of the so-called "full experience" instead of individual furniture and interior items. IKEA organizes the layout in such a way as to provide the customer with the opportunity to see, evaluate, and purchase an "entire room" instead of individual items.
IKEA experts developed the new experimental design of the shop for the Netherlands market based on the results of recommendations from employees as well as loyal customers of the company. Nowadays, the experiment is being closely watched all over the world, the company says. Among the goods, which are demonstrated in the new store, a particular room designed to accommodate students.
IKEA in Groningen is also testing a model of interaction with relatively low-income customers. In particular, all models are placed in ascending order of price in the Kitchen Gallery to help shoppers find products based on their anticipated budget.
The official opening of the new IKEA store in Groningen took place in early July. The total retail space is about 30,000 sqm. There are many "short" routes in the shop, designed specifically for people coming "just for candles" or other goods.