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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HARDWARE RETAILING | October 2017 62 Reasons My Wife Drives 115 Miles to IKEA 10 10 Buy on impulse. Scattered throughout the IKEA showfloor are bins filled with items that complement the furniture and accessories on the floor. For example, a basket of throw blankets may be next to the sofa display. Since those add-ons are all relatively inexpensive, customers are likely to add them to their shopping carts. In fact, customers seem to appreciate having all the items they might need for a particular room of the house all in one place, as it saves them time and helps them coordinate accessories. Some people enjoy putting that stuff together. IKEA furniture comes unassembled in a box with a set of instructions. Some customers have a sense of pride at owning a piece of furniture they put together themselves. For those who want another option, the company offers an assembly service for a fee. Other customers may consider the cost of assembly and choose to spend that money on additional items instead. 7 8 Eliminate the stress. Shoppers don't have to maneuver large boxes throughout the store as they're shopping IKEA. Kiosks offer shopping cards, pencils and disposable tape measures. Shoppers simply write down the numbers of the pieces of furniture they would like on the card. Help desks and special-order stations offer help whenever customers need it. Then, just before checking out, shoppers pick up their desired items from warehouse racking in one central location and load them on carts. At that point, they are just a few feet away from the cashier station and a covered loading area. 6

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