{"id":38876,"date":"2020-02-10T15:59:59","date_gmt":"2020-02-10T15:59:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/wonen\/ikea-growing-enormously-thanks-soviet-flats\/"},"modified":"2020-02-10T15:59:59","modified_gmt":"2020-02-10T15:59:59","slug":"ikea-growing-enormously-thanks-soviet-flats","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/ikea-growing-enormously-thanks-soviet-flats\/","title":{"rendered":"Ikea kent enorme groei dankzij Sovjet-flats"},"content":{"rendered":"

In Rusland speelt Ikea<\/strong> handig in op de grote uniformiteit van de appartementsgebouwen uit het Sovjettijdperk: met behulp van een digitale tool kunnen websitebezoekers hun appartement een virtuele opfrisbeurt geven. De tool zal later misschien ook in een aantal andere landen gebruikt worden.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Standaardontwerpen<\/h2>\n

Ongeveer 60% van de Russen woont in standaard flatgebouwen uit de Sovjettijd, die slechts een beperkt aantal ontwerpen en plattegronden tellen. Ikea heeft die plattegronden op zijn Russische website gezet en ze een virtuele make-over gegeven. Klanten kunnen een keuze maken uit een aantal suggesties en met een paar muisklikken hun hele appartement opnieuw inrichten.<\/p>\n

\u00a0<\/p>\n

De service heet “Kvartiroteka” \u2013 grofweg “appartementotheek” \u2013 en bracht sinds de lancering in juni vorig jaar reeds 2,8 miljoen bezoekers naar de website van de meubelgigant. De tool leverde Ikea heel wat nieuwe klanten op en droeg op die manier bij aan de omzetstijging van 17% in Rusland afgelopen boekjaar. Na Hongarije is het land de snelstgroeiende markt van de woonwinkelketen, die bovendien overweegt om de dienst uit te breiden naar andere landen met soortgelijke bebouwing zoals Polen of China.<\/p>\n

\u00a0<\/p>\n

Mensen inspireren<\/h2>\n

“Veel mensen geloofden niet dat ze iets goeds konden maken van deze typische standaardontwerpen”, zegt Pontus Erntell, hoofd van Ikea Rusland, aan Bloomberg. “Het idee was om te laten zien dat er veel verschillende mogelijkheden zijn en om mensen te inspireren om iets te doen om hun leven thuis te veranderen<\/a>.”<\/p>\n

\u00a0<\/p>\n

Inwoners van Moskou, Sint-Petersburg en Tjoemen (een van de grootste steden in Siberi\u00eb) die Kvartiroteka gebruiken, hebben de mogelijkheid om verder advies in te winnen bij een adviseur in een van de vijf kleinere stadswinkels, die Ikea ontwerpstudio’s noemt. Die kleinere winkels en de e-commerce worden steeds belangrijker voor de winkelketen, aangezien steeds meer mensen in de stad wonen en meer dingen online bestellen.<\/p>\n","protected":false},"excerpt":{"rendered":"

In Rusland speelt Ikea handig in op de grote uniformiteit van de appartementsgebouwen uit het Sovjettijdperk: met behulp van een digitale tool kunnen websitebezoekers hun appartement een virtuele opfrisbeurt geven. De tool zal later misschien ook in een aantal andere landen gebruikt worden. \u00a0 Standaardontwerpen Ongeveer 60% van de Russen woont in standaard flatgebouwen uit […]<\/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":[21],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-38876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wonen"],"acf":[],"yoast_head":"\nIkea kent enorme groei dankzij Sovjet-flats - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"In Rusland kent Ikea een enorme groei dankzij een nieuwe tool. 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