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IKEA está en transformación: análisis de su nueva tienda en urbana París | Lluis Martinez-Ribes
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16/05/2019
0
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||||| 0 n |||||
2035

IKEA está en transformación: análisis de su nueva tienda en urbana París


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No es ningún secreto que IKEA está en cambiando su estrategia de retail. Sus grandes tiendas de las periferias de las ciudades (las llamadas “cajas azules”) siguen atrayendo a sus clientes fieles, pero ahora la marca sueca está conquistando también el centro de las ciudades.

Dentro de este proceso de cambio, está “experimentando” con diferentes modalidades de tienda urbana. Empezó hace algún tiempo abriendo pequeñas tiendas pop-up en algunas ciudades y ha continuado con la apertura de tiendas dedicadas específicamente a un sector de la casa. Éste es el caso de Madrid, dónde hay una tienda especializada en dormitorios en la calle Serrano y otra en salones en Goya, o en Estocolmo dónde se ha centrado en la cocina.

Recientemente, el 6 de mayo, IKEA Francia inauguró un nuevo formato de tienda. Esta vez en el corazón de París, en el barrio de La Madeleine. Una de las principales diferencias con las demás tiendas urbanas es que en ésta el visitante se encuentra con -prácticamente- la gama completa de productos. 

La tienda ha sido conceptualizada, desde el principio, basándose en el estilo de vida de los parisinos. Se ha usado la estrategia de brain-pleasing marketing para lograr una forma de comprar innovadora, que haga la vida más fácil a los habitantes de la capital francesa.

En este artículo de LinkedIn, puedes leer la interpretación que he hecho sobre esta nueva tienda.

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