Page 34 - HW Sept 2021

global eyes
IKEA shows off ideas
for “next generation” stores
IN ITS NEWLY renovated Shanghai Xuhui store, IKEA has unveiled its next generation store format and says that if the new “interactive and intuitive” retail experience is successful it will roll it out in other markets from 2022.
The currently one-of-a-kind store is situated in a shopping area well known for high-end retail and features a very un-IKEA-like unguided path around the store, a series of dedicated hubs and digital services from Scan & Go to self- checkout and mobile food ordering.
At Shanghai Xuhui, IKEA is testing
a retail concept called the “Home Experience of Tomorrow”, centred around a totally new layout and incorporating new technology, new ways to shop, and “a focus on emotional and empowering customer experiences”.
For those familiar with the guided path typical of all templated IKEA stores, IKEA Xuhui will offer a significant change in direction.
Instead, the new layout will “expand into a mix of open squares and calm spaces, inviting visitors to interact, connect and recharge” and colour will
be used to allow easy navigation through each area.
Visitors will also be able to connect in “community hubs”, physical spaces that might also host workshops, knowledge- sharing, and entertainments.
IKEA is clearly treating the new store as proof of concept and may well modify elements as they’re proven to work or not work.
Stefan Vanoverbeke, IKEA Retail Global Deputy Retail Operations Manager, says: “I’m thrilled we could bring the first ‘next gen’ store to a futuristic fast-moving market such as Shanghai.
“We’re looking forward to trialling every different element, learning what works best and continuing to adapt along with IKEA customers.”
32 NZHJ | SEPTEMBER 2021
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