Ikea Lite

These IKEA Lite shops would lessen the overwhelming feeling numerous consumers may feel, since they wouldnot have as many product options located in a gigantic warehouse. Additionally, IKEA would beat out its competitors of general merchandise furniture like Wal-Mart and Target if they created the IKEA Lite shops.

IKEA lite shops would lessen the

What should an IKEA Lite store look like?

        IKEA lite would be convienently located, boast an in house coffee shop, bakery and have just a few products from each furniture selection.  The IKEA lite concept would be the big-box retailer’s new experiment for unlocking fresh sales growth from neighborhoods where it wouldn’t be practical to put up a sprawling superstore. IKEA lite stores would typically be about 20,000 square feet, a small fraction of the 135,000 square feet a regular IKEA light typically gobbles up. Check out would be a breeze, due to several self checkouts in addition to a few cashiers. It would be very clean, and well stocked.

What products should be sold?

         The IKEA light location will be curated with University students in mind, so the home-goods area will emphasize dorm room decor and organizers for small spaces. In addition to cater to the urbanites, the home-goods section will contain items designed for small apartment living or small offices. Items maybe very compact and could be carried home in an UBER or taxi.

What is the customer experience at one of these locations?

          As in typical IKEA fashion, very few staff instore. Check out would be a breeze, due to mainly self checkouts. There could be phone stations or “ipad’ stations that could assist a shopper online or via a customer chat.

Who are their competitor / rivals in this space?

        Their competitors are Target and Walmart express stores as these are Brick and Mortar stores.  Online stores such as overstock.com, wayfair and amazon would be rivals.

Whats your target market?

        Univeristy students, young professionals and people considering downsizing their home.

What are your tactics?

The base of the marketing strategy is the merchandise, i.e., the product range and

the prices of the products. My focus would be on the IKEA catalogue. A new ‘lite’ IKEA catalogue to focus on the target demographic should be published. This catalogue should be distributed on campuses, department stores, urban stores and other places the target demographic would be prevalent.