Hardware Retailing

OCT 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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October 2017 | HARDWARE RETAILING 61 Shop here, save the world. Sustainability and social consciousness—that's part of the company philosophy at IKEA, and customers can feel good about helping the world at large by supporting the company. The company has made a commitment to sustainability through a variety of initiatives, such as using more renewable resources in products and by using solar panels to generate energy for its stores. IKEA has also made a commitment to supporting people and communities around the world. And the company makes no secret of it, outlining its commitment through messaging in the store and on the corporate website. Bring the whole family. IKEA welcomes children with a whole range of family-friendly services. Family-friendly parking spaces let parents park close to the building. A staffed child care area with a playground and activities allows parents to drop off their children and shop without distraction. For those who want to keep their children close by, play stations throughout the showroom keep the kids busy while parents plan out their dream home. Making families feel welcome not only gains the loyalty of a set of customers, but also creates good memories future generations will remember as they form their shopping habits. Stop and dream. One of the hallmarks of the IKEA shopping experience is the model rooms. Shoppers can walk a kitchen, bathroom, living area and bedroom, fully furnished with IKEA products. It's easy for shoppers to imagine how the pieces would look in their own homes or apartments. Furniture in the room has a price tag and an item number so customers can purchase one if they desire. Model apartments are even categorized by average square footage, so shoppers can compare directly to their own homes. Through the vignettes, IKEA gives customers space to dream, which means they might take on bigger projects. 3 5 4

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