宜家’s foray into the rental economy shows a brand firmly on the front foot

If 宜家’七十年的室内装饰教会了它一切’s that you’必须与时俱进,否则就被抛在后面。

宜家-collection-
The 宜家 Classic Re-Imagined collection.

For a company that has been operating for more than seven decades, 宜家 certainly has a clever knack of staying ahead of the game.

The 76-year-old Swedish furniture giant is poised to make 它 s first foray into the rental economy with a pilot project leasing office furniture to businesses in Switzerland. Based on the success of the pilot, the subscription model could be extended other 宜家 products from kitchens to sofas.

Customers, whose concept of ownership is evolving in an economy increasingly focused on renting, may then be able to trade a leased product in for something new to update their home. This would prolong the product lifecycle, as once the lease is up 宜家 could refurbish the used piece 并出售。

Of course this 理念 is nothing new. 宜家 is following in the footsteps of US startups like subscription furniture rental company Feather Furniture or Burrow, which leases sofas in a choice of three sizes 和 five colours. It is, however, the first mass market interiors brand to take the rental economy seriously.

阅读更多: 所有权的变化–品牌如何迎合‘generation rent’

谈到 金融时报,托比约恩ööf, chief executive of Inter 宜家, the holding group that owns the 宜家 brand, discussed the value of the company adopting a “circular model”. There are plans, for example, to introduce a spare parts business for 宜家 components no longer in stock, enabling consumers to repair their existing furniture. Shoppers can already return old beds 和 sofas to some stores for donation to charity.

宜家’随着租赁品牌面临扁平包装帝国正在推动一次性消费主义的批评,该品牌进入租赁经济符合更广泛的可持续发展议程。该行业已为未来几年设定了一些宏伟的目标,包括承诺到2030年在其产品中仅使用可再生和再生材料,从而将每种产品的平均气候足迹减少70%。

Next year, all single use plastics will be phased out of 宜家 products 和 它 s stores, 和 the company intends to source 100% of 它 s wood, paper 和 cardboard from sustainable sources 和 will ensure that 90% of all waste from 它 s own operations is recycled or energy recovered. 宜家 is also hoping to achieve a fourfold increase in sales from products that ‘帮助人们过上可持续的生活’.

宜家 has put 它 s money where 它 s mouth is with the launch of 它 s 绿色wich store. Opening tomorrow (7 February), 它 is the first full-sized store to open in the capital in 14 years 和 has been designed on a sustainable blueprint.

这家商店设有太阳能电池板–预计将提供50%至80%的商店’s energy –雨水收集,地热供暖,灵活的工作区,屋顶花园和凉亭空间可供当地社区团体免费租用。还将有一个‘learning lab’,购物者可以在其中学习如何升级旧家具。

Furthermore, 宜家 has committed that all 500 members of staff working at the 绿色wich store will travel to work via public transport 和 is offering shoppers living within a three-mile radius the option to have their shopping delivered on the same day via an electric bike courier.

The move into rentals 和 the eco-focus of the new 绿色wich store show 宜家 is working hard to challenge perceptions that just because 它 s furniture is affordable 它 is inherently disposable.

转向便利

Aside from the sustainability angle, 宜家’进入租赁市场是该公司的最新例证’向便利性的转变。去年,这家零售商在伦敦推出了Planning Studio’继托特纳姆法院路(Tottenham Court Road)继2017年在斯德哥尔摩成功启用弹出式厨房陈列室以及在马德里开设卧室陈列室及配件商店之后。

设计工作室旨在帮助购物者规划更大范围的家庭项目,例如新的厨房或卧室,这是零售商迈出的第一步’s ‘revised strategy’ to bring 宜家 to the heart of urban areas. These plans roll on to Paris, where a 5,400 square metre city centre store is scheduled to open in May.

哈维尔·基(Javier Qui)ñones, 宜家 UK 和 Ireland country retail manager, has described this city centre approach as the company’s response to the “瞬息万变的零售环境”,代表了“在消费者眼中保持相关性–现在和将来。”

宜家-Planning-Studio
The 宜家 Planning Studio, Tottenham Court Road.

保持联系的动力之一是,宜家加强了与乐高,阿迪达斯和食品配送服务Uber Eats等知名品牌的合作。去年11月,该零售商向伦敦的Uber Eats客户提供了三种通常在其餐厅供应的限量版菜单(价格介于£10 和 £20),与宜家产品搭配,如香薰蜡烛,餐巾和酒杯。

This desire for relevancy has also powered 宜家’负担得起的智能家居产品的创新。 2017年,该公司推出了一系列由遥控器或智能手机应用程序操作的智能灯泡,今年春季将推出通过无线遥控器或语音命令打开和关闭的智能百叶窗。

阅读更多: 宜家将营销策略转变为专注于产品创新而不是房间

Investment is also being ploughed into improving the seamlessness of 宜家’s online offering. This is a smart move given that for the year to 31 August 2018 visits to the 宜家 website rose by 13.4% to 199.3 million. During this period online sales grew by 14.4%, to the point that they now represent 15.5% of 宜家’s total sales.

此外,这家瑞典零售商精明地投资了后端分销,在伦敦建立了两个新的客户交付中心和一个包裹部门,使英国包裹交付量增长了65.9%。

但是,宜家意识到向便利的转变是有代价的。今年5月,该公司撤出了在兰开夏郡库登市拟建的价值数百万英镑的大幅面商店。由于宜家计划在2020年开放,并提供350个就业机会,宜家声称该地点是“no longer viable”。然后在11月,该公司证实,在接下来的一年中,其12100名强大的英国和爱尔兰员工中的350个角色存在裁员的风险。

While 它 has to weight up the costs 和 benefits, relevancy remains right at the heart of 宜家’的整体策略。无论是向租户租赁家具,在市中心开设地点,投资可负担的智能技术,还是在Uber Eats上出售其肉丸,这家瑞典家具巨头显然都是一家乐于变革的企业。

要明确的是,这不是改变’s sake, but rather a strategic shift in line with consumer behaviour that suggests 宜家 is even prepared to rip up 它 s own rulebook to stay ahead of the game.

推荐的

评论

There is 一则评论 目前,我们也很想听听您的意见。

  1. 汤姆·赖特 2019年2月12日

    我阅读了有关环境词汇的使用‘一次性消费主义’,并且看到一种愤世嫉俗的尝试来推销一种实际上会使人们变得更贫穷的商业模式。

    ‘Rental’ really means ‘hire purchase’ 它 s not the model of the future 它 s the model of the past, the 1970s. 租借 means the supplier charges more over term than they would for a one off purchase –还有很多,因为必须要有保证金来抵消短期资本损失。‘Trade up’ in practise means ‘lock down’因为客户实际上被锁定在永远持续的交易中。宜家是家具零售商。

    坦白说,它的牛逼:我’我已经在宜家购物了几十年,从来没有一次他们卖给我的家具可以在不同地点之间移动而幸免于难,没有很大的损坏风险。我们’基本上,将要求穷人接受较富裕家庭的家具,拥有以租金为基础的家庭预算,这些预算会消耗他们的工资,而使他们几乎没有或一无所有。

    坦率地讲,这是绿色倡议。‘Green’ furniture would be stuff that lasts, not the stuff that 宜家 sells, which is the absolute epitome of disposable. I know this is a marketing magazine – but 宜家’s new ‘idea’ isn’绿色,即恕我直言,这是拉高价格的重要因素。

发表评论

搜索任何内容,然后按“ Enter”