IKEA starts to focus on store, not e-commerce though
Monday, December 17th, 2007In Sweden, Ikea employees do noticed a change in retail strategy from this global furniture giant. According to a memo, the Swedish company will focus on in-store experience as the only sales channel. Don’t take this wrong, Ikea will not discontinue its e-commerce in United States. According to the memo from Dahlvig dated Dec. 7, the focus on in-store efforts is the result of a decision from Ikea’s board, a decision based on the belief that Ikea “can give customers the best offer and the lowest price by making the range available only through Ikea stores.” This shift in strategy was mainly due to the high cost of running e-commerce in Sweden.


