30 October, Business Insider
Ikea is getting ready for an actual revolution. The Swedish furniture giant will test the launch of a series of stores of smaller dimensions than usual (5 thousand Sq m against the traditional 40 thousand Sq m). Unlike the usual stores that are located outside the urban centre, these will open in city centres. They’ll sell accessories (plates, cups, glasses, etc.), and they will serve as showrooms and not, as it happens with the conventional stores, as showroom and warehouse.
Once purchased, the merchandise will directly be delivered at home, freeing customers from the encumbrance of carrying their purchases home.
The logic behind this decision is to reduce as much as possible the competition of online shopping.
Source: Business Insider
Translator: Cristina Ambrosi