{"id":32725,"date":"2019-04-18T08:15:54","date_gmt":"2019-04-18T08:15:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/maison-deco\/ikea-envisage-douvrir-un-magasin-au-centre-de-bruxelles\/"},"modified":"2019-04-18T08:15:54","modified_gmt":"2019-04-18T08:15:54","slug":"ikea-envisage-douvrir-un-magasin-au-centre-de-bruxelles","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/maison-deco\/ikea-envisage-douvrir-un-magasin-au-centre-de-bruxelles\/","title":{"rendered":"Ikea envisage d\u2019ouvrir un magasin au centre de Bruxelles"},"content":{"rendered":"<p>La cha\u00eene de meubles <strong>Ikea<\/strong> pourrait ouvrir un petit magasin au centre de Bruxelles, a d\u00e9clar\u00e9 Jesper Brodin, CEO d\u2019<strong>Ingka Group<\/strong>. Mais l\u2019entreprise teste d\u2019abord les villes o\u00f9 une telle ouverture pourrait \u00eatre la plus performante.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>\u201cBruxelles est sur la liste\u201d<\/h2>\n<p>Dans un monde qui change, m\u00eame une ic\u00f4ne comme Ikea doit adapter son business model. L\u2019entreprise teste pour l\u2019instant de nouveaux concepts dans diff\u00e9rentes villes, comme le leasing de meubles, l\u2019assemblage au domicile du client, et aussi l\u2019ouverture de plus petits magasins urbains, o\u00f9 vous ne retrouverez pas tout l\u2019assortiment mais o\u00f9 vous pourrez le faire commander. Brodin, le CEO, ne veut pas fixer de chiffres concrets, mais la chance est grande que le concept fasse son apparition chez nous, a-t-il expliqu\u00e9 aujourd\u2019hui dans Trends-Tendances : \u201cNous avons identifi\u00e9 les villes qui sont les plus importantes pour nous. Et Bruxelles se trouve sur la liste. Nous sommes pour l\u2019instant dans une phase de test dans 5 villes. Et si ce test est un succ\u00e8s, nous esp\u00e9rons pouvoir d\u00e9marrer \u00e0 Bruxelles.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Le mod\u00e8le de magasin urbain n\u2019est pas encore tout \u00e0 fait au point, souligne Brodin : \u201cNous devons encore examiner un certain nombre de questions. Tout d\u2019abord : quels sont les produits que les gens veulent emporter imm\u00e9diatement et quels sont ceux qu\u2019ils pr\u00e9f\u00e9reraient voir livrer plus tard \u00e0 domicile ? Dans le centre urbain, rares sont les clients qui feraient l\u2019achat d\u2019un banc pour ensuite le transporter eux-m\u00eames jusqu\u2019\u00e0 la maison&#8230; La deuxi\u00e8me question est celle de savoir comment nous pouvons approvisionner les magasins situ\u00e9s au centre-ville avec la circulation. L\u2019emplacement lui-m\u00eame est tr\u00e8s important. Devons-nous nous installer dans les quartiers plus hupp\u00e9s ou bien un peu plus en p\u00e9riph\u00e9rie, l\u00e0 o\u00f9 peuvent nous atteindre des personnes ayant moins de moyens et qui sont plut\u00f4t notre groupe cible ? Nous testons tout cela.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>En outre, Ikea teste \u00e9galement des touch points, de plus petites dimensions, o\u00f9 l\u2019on ne peut rien acheter, mais obtenir des conseils et des informations. Les points d\u2019enl\u00e8vement \u2018click &amp; collect\u2019 n\u2019ont pas rencontr\u00e9 un grand succ\u00e8s : les gens pr\u00e9f\u00e8rent que leur mobilier soit livr\u00e9 chez eux. Cette livraison ne sera d\u2019ailleurs jamais gratuite : \u201cNous ne voulons pas gagner beaucoup d\u2019argent avec les livraisons, mais nous nous voulons pas non plus en perdre.\u201d Ikea a l\u2019avantage \u00e0 cet \u00e9gard que ses magasins existants peuvent faire office d\u2019entrep\u00f4ts logistiques.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La cha\u00eene de meubles Ikea pourrait ouvrir un petit magasin au centre de Bruxelles, a d\u00e9clar\u00e9 Jesper Brodin, CEO d\u2019Ingka Group. Mais l\u2019entreprise teste d\u2019abord les villes o\u00f9 une telle ouverture pourrait \u00eatre la plus performante.\u00a0 \u00a0 \u201cBruxelles est sur la liste\u201d Dans un monde qui change, m\u00eame une ic\u00f4ne comme Ikea doit adapter son [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32722,"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-32725","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 envisage d\u2019ouvrir un magasin au centre de Bruxelles - RetailDetail 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