Ikea's new "close to you" concept store opens in HK
What: A new, hyper local concept from Ikea combining its traditional product offer with signature food.
Why it is important: Ikea is currently trying many different store formats (second-hand store in Sweden, shop in shops in supermarkets in France, "Home Experience of Tomorrow" in Shanghai; co-living spaces in China, mobile trucks in HK), which shows a frenzy in idea testing and data acquisition. Their latest development is all about hyperlocal.
Ikea has opened a 300 sqm "Close to you" concept store, mixing the traditional Ikea offer with a supermarket. Customers are able to buy more than 110 home furnishing products from the retailer's range, in addition to 120 Swedish signature gourmet products.
The concept relies on digital experience and a customer-first approach, including extended pick-up time (thanks to self-pick-up lockers), free shipping and an interactive screen providing inspiration and cooking recipes.
World-first Ikea 'Close to You' concept opens in Hong Kong