Ikea is testing a new fully self-service merchandising concept at its new store in Ottawa.
Ikea stores around the world typically stock a portion of their goods, including most furniture items, in adjoining warehouses.
To buy these items, customers first view showroom models, then request an order form, and, finally, go to the warehouse for pick-up.
The balance of the items sold in the stores are stocked in self-service areas of the showroom.
In the Ottawa outlet, which opened June 15, the warehouse has been eliminated.
All goods are stocked in the showroom, either on the floor or in storage shelving units.
Ola Lindell, Ikea’s vice-president of marketing, explains that additional showroom employees will be on hand to help customers in retrieving items from hard-to-reach areas of the shelving units.
Lindell says the rationale behind the new concept is that it ‘is better for the customer as a visitor.’
He says that Ikea’s top executives around the world are watching the experiment to see how consumers react.
A second aspect to the new design involves the integration in the showroom of furniture goods and specialty items.
Traditionally, Ikea’s showrooms have displayed furniture goods in one area of the store, while specialty items, such as lamps or rugs, have been kept in an entirely separate area.
In the Ottawa store, five dedicated showroom regions have been established under the general themes: living room; dining room/kitchen; bedroom and bathroom; business and home office, and youth.
All products are stocked in the showroom area that accords with their primary use.
Advertising for the store launch was created by Ikea’s agency-of-record, Geoffrey B. Roche & Partners Advertising of Toronto.
Ikea has seven other stores in Canadian cities.
In the coming months, the Burlington, Ont.-based firm will begin renovations on its Calgary outlet, with completion scheduled for some time in 1995.
Lindell says it has yet to be decided if the Calgary store will be configured along the lines of the new Ottawa outlet.
