단체 잠옷 파티, 이케아는 왜 열었을까 [경제콘서트] / KBS 2024.09.30.

Summary

IKEA is tackling competition from online shopping with unique in-store experiences, such as hosting a 'Pajama Party.' This event invites customers to visit the store in pajamas and enjoy a free breakfast, with the goal of turning stores into experiential playgrounds. Globally, IKEA sees the sleep furniture market as a key growth area, reflected in its engagement in experiential marketing. In South Korea, where IKEA's sales have declined in recent years, this strategy is particularly crucial to reversing its fortunes. The goal is to capture customers' time and, ultimately, their spending.

Takeaways

• 🛏️ IKEA is experimenting with a unique event called 'Pajama Party' to attract customers.
• 👨‍👩‍👧‍👦 The event is inclusive, with families, couples, and friends attending in pajamas.
• 🍳 Participants who come to the store in pajamas on Saturday mornings get a free breakfast.
• 🌍 This is not just a local event in Korea; it has happened in Sweden as well, setting a Guinness World Record with 2,051 employees participating.
• 💤 IKEA is focusing on the sleep-related market, which is worth around 110 trillion KRW, with 70 trillion KRW dedicated to mattresses.
• 🔑 The key concept is 'experience', aiming to transform the store into a playful, engaging space for customers.
• 📚 This trend follows other retailers who are adding features like bookstores and skincare rooms to keep customers engaged longer.
• ⏰ IKEA believes that keeping customers in the store longer increases their chances of spending money.
• 🏢 IKEA is shifting from building large stores in remote areas to opening pop-up stores in urban department stores.
• 📉 IKEA Korea has seen declining sales and profits over the last three years, making this strategy shift crucial to improve business performance.

Q & A

What is the main focus of IKEA's recent initiative?

IKEA's recent initiative focuses on a unique 'Pajama Party' event, where attendees come dressed in pajamas to experience a fun, engaging shopping environment. The goal is to create a memorable experience that drives customer engagement.

What incentive was offered to attendees of IKEA's 'Pajama Party' event?

Attendees of IKEA's 'Pajama Party' were offered a free breakfast if they visited the store in pajamas on a Saturday morning.

How many people participated in the first day of the 'Pajama Party' event in Korea?

On the first day of the 'Pajama Party' event in Korea, 1,500 people participated.

How has IKEA's strategy shifted from its original approach?

IKEA has shifted from building large stores on the outskirts of cities to setting up smaller pop-up stores in urban areas, such as in domestic department stores. This is a move to attract more customers by being more accessible.

What global record did IKEA's Pajama Party set?

IKEA's Pajama Party set a Guinness World Record in Sweden, where 2,051 employees participated in the event.

Why is IKEA focusing on sleep-related products?

IKEA is focusing on sleep-related products because the global sleep aid market is estimated to be worth around 110 trillion won, with the mattress market being around 70 trillion won. They believe that as the demand for sleep products grows, sleep-related furniture will follow suit.

What is the significance of the keyword 'experience' in IKEA's new strategy?

'Experience' is a key focus in IKEA's new strategy. By creating events like the Pajama Party, IKEA wants to transform its stores into fun, engaging spaces where customers can play, interact, and enjoy their time, rather than just shop.

How does IKEA's approach compare to domestic retailers in Korea?

IKEA's approach mirrors similar strategies by domestic retailers in Korea, such as placing book café-style bookstores in popular shopping malls and offering skincare services in cosmetic stores. The aim is to capture customers' time and attention, increasing the likelihood of them spending money.

What challenges has IKEA's Korea branch faced in recent years?

IKEA's Korea branch has experienced declining sales over the past three years. In the same period, its operating profit has significantly decreased, making a turnaround urgent for the company.

Why did IKEA decide to implement new strategies in Korea?

IKEA implemented new strategies in Korea to address declining sales and profits. The company recognized the need to attract more customers and provide a unique in-store experience to reverse its declining financial performance.