This document discusses IKEA's retail model and strategies. It begins by providing an overview of IKEA as a home furnishing retailer that targets customers focused on price. It operates as a hypermarket retail format in Europe, US, and Asia. The document then discusses IKEA's status in the retail industry life cycle and its use of atmosphere marketing techniques like smells, music, lighting, and staff uniforms to create a comfortable shopping environment. It also mentions IKEA's use of pop-up stores in airports and train stations. In conclusion, it identifies five keys to IKEA's success: its catalogue, low-cost suppliers, memorable sales model, additional services like restaurants, and focus on women customers.

3. WHAT FOR TODAY?
• IKEA & its Retail Model
• IKEA Status
• Wheel of Retailing
• Retailing Life Cycle
• Atmosphere Marketing
• Pop-up Store
• Summarry

4. IKEA & ITS RETAIL MODELS

5. About IKEA
² Category: home furnishing
² Target customers:
people who care about price
² Target market: EU, US, Asia
² Key values: well-designed,
functional, affordable
² Retail format: hypermarket

6. IKEA STATUS

7. The wheel of retailing

8. Retail Life Cycle

9. A
ATMOSPHERE MARKETING

10. VAR 1: OLFACTIVE
• Smell of new furnishing
• Fresh

11. VAR 2: SOUND
• Classical music broadcasted
• Create comfortable feeling to customers

12. VAR 3: VISUAL
• Flexible paths, enough space
• Time: customers spend more
real time than perceived time
• Very clean
• Light environment à perceived
quality & appearance of goods

14. VAR 4: SOCIAL
Salepersons:
• in yellow uniform
• good attitudes
• Profession service

15. IKEA POP-UP STORE

16. Paris Airport CDG 2012
Brussels 2012
London Train Station 2013
Thailand 2013

17. SUMMARY

18. IKEA: Successful Retail Model

19. 5 Successful Keys of IKEA
²
²
²
²
²
Catalogue book: introduce ab ideas and furniture design
Low cost: 1.800 supplier at 55 countrys
Sales model: easy to remember and impressive
Not just furniture: restaurants and café
Focus on women: oriented psychology and buying behavior
of women

20. Thanks!
Prepared by Nam & Yen (Vietnam)