Could the signposted route in Ikea stores disappear?
The furniture giant, which organizes its brands with a well-identified and well-established customer journey, unveiled a new store format last week that would abandon the installation of arrows on the ground, reports
BFM TV
, this Friday.
The Swedish group presented “the first pilot of its future store format” on the occasion of the reopening of one of its Shanghai banners after four months of work.
This new format was touted as "a bold new step" in an effort to better match and adapt to changing consumer demands.
Offer an "improved experience"
In addition, Ikea promises more “connection” between customers for a “more interactive and intuitive retail experience.
The first objective of the Swedish giant is indeed to give more freedom to customers.
In Shanghai, they "will be free to explore the store in their own way and to make their way easily to the checkouts at any time during their trip," says Ikea.
The new store will also consist of three community spaces, focused on manufacturing, repairing, creative learning and cooking. “We not only offer high quality and affordable items, but also breathtaking moments and rewarding experiences that will stimulate visits and provide an enhanced experience,” Stefan Vanoverbeke, ex-CEO of Ikea, said in a statement. France and now in the world direction.
For now, Ikea wants to "test each different element" and "learn what works best" before imposing this new model on all its stores.
The signposted route was introduced in the stores of the Swedish group in the 1950s and has since demonstrated great strength.
It was designed to ensure purchase, since a customer cannot miss a single item presented for sale.
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