{"id":106253,"date":"2024-10-10T16:02:08","date_gmt":"2024-10-10T14:02:08","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=106253"},"modified":"2024-10-10T17:07:17","modified_gmt":"2024-10-10T15:07:17","slug":"waarom-ikea-er-bewust-voor-kiest-omzet-te-verliezen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/waarom-ikea-er-bewust-voor-kiest-omzet-te-verliezen\/","title":{"rendered":"Waarom Ikea er bewust voor kiest omzet te verliezen"},"content":{"rendered":"\n<p><strong>Ikea<\/strong> verkocht afgelopen jaar meer en kreeg extra bezoekers over de vloer. Toch daalde de omzet, omdat de meubelketen de prijzen verlaagde: geen misrekening, maar een bewuste strategie, klinkt het.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Alles voor volume en marktaandeel<\/h2>\n\n\n\n<p>Ikea heeft de <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/ikea-verlaagt-kwart-van-de-prijzen\/\" target=\"_blank\" rel=\"noopener\">prijzen van meer dan 3.000&nbsp;producten doen dalen<\/a> in boekjaar&nbsp;2024, waardoor de prijzen gemiddeld 10%&nbsp;lager uitkwamen. De gevolgen laten zich echter voelen: de omzet van retailtak Ingka Group daalde wereldwijd met&nbsp;5% naar 39,6&nbsp;miljard euro. In Nederland zakte de omzet met&nbsp;1,3% naar 1,62&nbsp;miljard euro. In Belgi\u00eb, waar de Zweedse keten veertig kaarsjes uitblaast, hield de verkoop nog met het beste stand: de omzet zakte er met&nbsp;0,83% naar 1,2&nbsp;miljard euro.<\/p>\n\n\n\n<p>Toch is Ikea tevreden met de resultaten. Die zijn volgens de meubelreus immers precies zoals verhoopt: in een krimpende markt winnen de woonwarenhuizen marktaandeel. In Nederland steeg het aantal fysieke winkelbezoeken met&nbsp;8,3% en het aantal online bezoeken met&nbsp;6%, terwijl het verkochte volume in Belgi\u00eb met&nbsp;3,5% toenam. Online is het aantal bezoekers in Belgi\u00eb zelfs met&nbsp;18,5% gestegen. Een vijfde van de omzet komt in Belgi\u00eb uit e-commerce, in Nederland al&nbsp;30%.<\/p>\n\n\n\n<p>CEO Andr\u00e9 Schmidtgall legt uit dat volumegroei de prioriteit was. Door meer volume te draaien, kan Ikea nog lagere inkoopprijzen onderhandelen en de prijzen verder verlagen. Met name in de slaapafdeling zijn in september nog eens meer dan 300&nbsp;producten in prijs verlaagd. De omzet zal zo in&nbsp;2025 weer (bescheiden) groeien, meent de topman.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Lockers en Zweedse balletjes<\/h2>\n\n\n\n<p>Tegelijk zet Ikea verder in op nieuwe omnichannelconcepten, zoals de <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/ikea-start-met-pakketautomaten-in-gent\/\" target=\"_blank\" rel=\"noopener\">lockers voor online bestellingen<\/a> die ondertussen al in vier Belgische vestigingen te vinden zijn. Ze werden al door 13.000&nbsp;klanten gebruikt en op korte termijn zullen ook de andere winkels lockers krijgen. In Nederland <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/in-beeld-de-kleinste-ikea-van-nederland-focust-op-advies\/\" target=\"_blank\" rel=\"noopener\">opende in Leeuwarden dan weer een eerste &#8220;Plan &amp; Order Point&#8221;<\/a>, een showroomconcept voor regio\u2019s die geen grootschalig woonwarenhuis in de buurt hebben.<\/p>\n\n\n\n<p>Opvallend: ook de food-afdeling neemt aan belang toe. Mede dankzij prijsverlagingen was er in Belgi\u00eb een stijging van&nbsp;6,2% in de verkoop binnen de bistro, het restaurant en de Swedish Food Market. Nu op restaurant gaan een stuk duurder is geworden, biedt Ikea een toegankelijk alternatief.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ikea verkocht afgelopen jaar meer en kreeg extra bezoekers over de vloer. Toch daalde de omzet, omdat de meubelketen de prijzen verlaagde: geen misrekening, maar een bewuste strategie, klinkt het.<\/p>\n","protected":false},"author":5,"featured_media":31412,"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":[21],"tags":[],"people":[],"extra":[],"company":[211],"topic":[88],"region":[],"class_list":["post-106253","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wonen","company-ikea","topic-bedrijfsresultaten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Waarom Ikea er bewust voor kiest omzet te verliezen - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Ikea verkocht afgelopen jaar meer en kreeg extra bezoekers over de vloer. 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