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Indian brands learn to cope with Ikea

Ikea’s entry into India has hit sales of some furniture makers. When brands like Ikea announce their launch, customers put their immediate purchases on hold and wait for the brand to make an entry. This process affects business for other players.

But they feel after the initial excitement and curiosity settles down, customers will streamline their buying preferences and many of their regular customers will return. In their bid to take on competition, domestic players have shifted their focus from price point strategy to material quality strategy.

Some furniture makers have managed to find a perfect solution to keep up with customer expectations. They are manufacturing a roll-pack mattress that can easily fit into the size of a TV box bringing the shipping cost down by 70 per cent. They hope to ship more products at a low cost across India and the waiting period is less than three days.

One startup has even opened an experiential center, where customers can go sleep for 30 minutes before buying the product. Another startup visits customers at their homes, which brands like Ikea may fail to do. This helps a brand understand customer expectations and build what customers want. The country’s furniture market is projected to cross $32 billion by 2019.

 

 
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