{"id":23093,"date":"2017-11-29T10:31:25","date_gmt":"2017-11-29T10:31:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/maison-deco\/ikea-mise-sur-les-magasins-urbains\/"},"modified":"2017-11-29T10:31:25","modified_gmt":"2017-11-29T10:31:25","slug":"ikea-mise-sur-les-magasins-urbains","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/maison-deco\/ikea-mise-sur-les-magasins-urbains\/","title":{"rendered":"Ikea mise sur les magasins urbains"},"content":{"rendered":"<p>A partir de 2019 <strong>Ikea<\/strong> envisage de s\u2019installer dans les centres-villes avec des magasins de plus petit format. Le g\u00e9ant su\u00e9dois esp\u00e8re ainsi r\u00e9pondre au comportement d\u2019achat changeant du consommateur, suite \u00e0 l\u2019urbanisation et la digitalisation.<\/p>\n<p><!--break--><\/p>\n<h2>Ikea en centre-ville<\/h2>\n<p>Depuis un certain temps d\u00e9j\u00e0 Ikea teste de nouveaux canaux de vente afin de compl\u00e9ter ses magasins de meubles traditionnels situ\u00e9s en p\u00e9riph\u00e9rie des villes : ainsi la cha\u00eene su\u00e9doise m\u00e8ne un projet pilote en vue de <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/maison-d%C3%A9co\/ikea-veut-vendre-ses-produits-des-tierces-parties\" target=\"_blank\" rel=\"noopener\">vendre ses\u00a0produits via des tiers<\/a>, comme <strong>Amazon<\/strong> et <strong>Alibaba <\/strong>; pr\u00e9pare <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/maison-d%C3%A9co\/ikea-progresse-de-4-mais-vise-plus-haut-encore-les-ventes-online\" target=\"_blank\" rel=\"noopener\">une nouvelle plate-forme <\/a>permettant aux consommateurs de contribuer au d\u00e9veloppement de nouveaux produits ; et projette d\u2019ouvrir des restaurants Ikea autonomes dans les centres-villes.<\/p>\n<p>\nDe plus Ikea a d\u00e9j\u00e0 ouvert quelques magasins urbains de plus petit format, qui exposent l\u2019assortiment complet sur une surface plus r\u00e9duite. Le nouveau CEO Jesper Brodin souhaite multiplier ce type de magasins \u00e0 partir de 2019. \u00ab Avec nos Citystores nous voulons affirmer notre pr\u00e9sence dans les centres-villes, afin d\u2019attirer surtout des clients sans voiture. \u00bb<\/p>\n<h2>\nB\u00e9n\u00e9fice en baisse<\/h2>\n<p>Les premiers nouveaux magasins urbains sont pr\u00e9vus en Angleterre \u00e0 Greenwich (en 2019) et au Danemark \u00e0 Copenhague (en 2020), mais Ikea projette encore d\u2019autres magasins citadins. \u00ab Nous sommes impatients de conqu\u00e9rir les centres-villes. Actuellement plusieurs tests sont en cours \u00bb, pr\u00e9cise Brodin, qui vient tout juste de succ\u00e9der \u00e0 Peter Agnefjall le 1er septembre dernier.<\/p>\n<p>\nGr\u00e2ce \u00e0 ce nouveau concept Ikea cherche non seulement \u00e0 se rapprocher du client, qui de plus en plus opte pour les webshops et les livraisons \u00e0 domicile, mais \u00e9galement \u00e0 rem\u00e9dier \u00e0 la baisse de son b\u00e9n\u00e9fice. De fait, le g\u00e9ant su\u00e9dois a cl\u00f4tur\u00e9 son pr\u00e9c\u00e9dent exercice avec un b\u00e9n\u00e9fice op\u00e9rationnel de 3 milliards d\u2019euros, soit 1,5 milliard d\u2019euros de moins que l\u2019ann\u00e9e auparavant. Certes cette baisse s\u2019explique en grande partie par le transfert de certaines divisions rentables vers le titulaire de la marque Inter Ikea (ces divisions ne figurent donc plus dans les r\u00e9sultats annuels), toujours est-il que pour Ikea il est crucial de s\u2019adapter rapidement au comportement d\u2019achat changeant des consommateurs.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A partir de 2019 Ikea envisage de s\u2019installer dans les centres-villes avec des magasins de plus petit format. Le g\u00e9ant su\u00e9dois esp\u00e8re ainsi r\u00e9pondre au comportement d\u2019achat changeant du consommateur, suite \u00e0 l\u2019urbanisation et la digitalisation. Ikea en centre-ville Depuis un certain temps d\u00e9j\u00e0 Ikea teste de nouveaux canaux de vente afin de compl\u00e9ter ses [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23090,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[29],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-23093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maison-deco"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ikea mise sur les magasins urbains - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"A partir de 2019 Ikea envisage de s\u2019installer dans les centres-villes avec des magasins de plus petit format. 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