{"id":38877,"date":"2020-02-10T15:59:59","date_gmt":"2020-02-10T15:59:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/maison-deco\/les-appartements-sovietiques-boostent-la-croissance-dikea-russie\/"},"modified":"2020-02-10T15:59:59","modified_gmt":"2020-02-10T15:59:59","slug":"les-appartements-sovietiques-boostent-la-croissance-dikea-russie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/maison-deco\/les-appartements-sovietiques-boostent-la-croissance-dikea-russie\/","title":{"rendered":"Les appartements sovi\u00e9tiques boostent la croissance d\u2019Ikea Russie"},"content":{"rendered":"

En Russie Ikea <\/strong>se sert habilement de la grande uniformit\u00e9 des immeubles d\u2019appartements de l\u2019\u00e9poque sovi\u00e9tique : un outil digital permet aux visiteurs du site web de r\u00e9am\u00e9nager virtuellement leur logement. Ult\u00e9rieurement ce service pourrait \u00eatre \u00e9tendu vers d\u2019autres pays.<\/p>\n

<\/p>\n

\nConcepts standards<\/h2>\n

Environ 60% des Russes habitent dans des immeubles d\u2019appartements standards datant de l\u2019\u00e9poque sovi\u00e9tique. Les plans de ces logements ne varient pratiquement pas. Ikea a reproduit l\u2019agencement de ces appartements sur son site web russe, tout en les relookant virtuellement. Les clients peuvent s\u00e9lectionner une s\u00e9rie d\u2019articles sugg\u00e9r\u00e9s et ainsi r\u00e9am\u00e9nager tout leur appartement en quelques clics de souris.<\/p>\n

\nDepuis son lancement en juin le service baptis\u00e9 \u2018Kvartiroteka\u2019 \u2013 que l\u2019on pourrait traduire par \u2018appartementoth\u00e8que\u2019 \u2013 a d\u00e9j\u00e0 accueilli 2,8 millions de visiteurs sur le site web du g\u00e9ant du meuble. Cet outil a permis \u00e0 Ikea d\u2019attirer de nombreux nouveaux clients et d\u2019augmenter ainsi son chiffre d\u2019affaires russe de 17% au cours de l\u2019exercice pr\u00e9c\u00e9dent. Apr\u00e8s la Hongrie, la Russie est pour Ikea le march\u00e9 connaissant la plus forte croissance. Le groupe su\u00e9dois envisage d\u2019\u00e9tendre le service vers d\u2019autres pays ayant des logements similaires, comme la Pologne ou la Chine.<\/p>\n

\nUne source d\u2019inspiration<\/h2>\n

\u00ab Bon nombre de gens ne pensaient pas pouvoir faire quelque chose de bien de ces concepts\u00a0 standards typiques \u00bb, explique Pontus Erntell, responsable d\u2019Ikea Russie, \u00e0 Bloomberg. \u00ab L\u2019id\u00e9e \u00e9tait de montrer qu\u2019il y avait une multitude de possibilit\u00e9s et d\u2019inspirer les gens pour qu\u2019ils changent leur vie \u00e0 la maison<\/a>. \u00bb<\/p>\n

\nLes habitants de Moscou, Saint-P\u00e9tersbourg et Tioumen (l\u2019une des plus grandes villes de Sib\u00e9rie), qui utilisent l\u2019outil, peuvent ensuite se faire conseiller dans l\u2019un des cinq magasins urbains de plus petit format, qu\u2019Ikea appelle des studios de conception. Pour le groupe su\u00e9dois ces magasins plus restreints et l\u2019e-commerce gagnent en importance, \u00e9tant donn\u00e9 que les consommateurs sont de plus en nombreux \u00e0 habiter en ville et \u00e0 faire leurs achats en ligne.
\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

En Russie Ikea se sert habilement de la grande uniformit\u00e9 des immeubles d\u2019appartements de l\u2019\u00e9poque sovi\u00e9tique : un outil digital permet aux visiteurs du site web de r\u00e9am\u00e9nager virtuellement leur logement. Ult\u00e9rieurement ce service pourrait \u00eatre \u00e9tendu vers d\u2019autres pays. Concepts standards Environ 60% des Russes habitent dans des immeubles d\u2019appartements standards datant de l\u2019\u00e9poque […]<\/p>\n","protected":false},"author":1,"featured_media":38874,"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-38877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maison-deco"],"acf":[],"yoast_head":"\nLes appartements sovi\u00e9tiques boostent la croissance d\u2019Ikea Russie - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"En Russie Ikea se sert habilement de la grande uniformit\u00e9 des immeubles d\u2019appartements de l\u2019\u00e9poque sovi\u00e9tique : un outil digital permet aux visiteurs du site web de r\u00e9am\u00e9nager virtuellement leur logement. 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