The coronavirus pandemic has changed the promotional strategy of Swedish retailer IKEA from initially distributing print catalogs to digital platforms. This digital catalog was launched to increase customers who want to shop online safely, hygienically, and easily accessible. The company stated that the coronavirus pandemic presents unprecedented challenges in various aspects of people’s lives around the world. As consumer behavior changes, IKEA promotes various room inspirations and new product collections through digital catalogs. “2020 is full of challenges for all of us. We are trying to innovate and find solutions to adapt to the current challenging situation,” said President Director of PT Hero Supermarket Tbk. Patrik Lindvall in his statement, Wednesday (23/9). With digital form, it is hoped that more people can access the IKEA catalog anytime and anywhere to get inspiration for home decoration products. IKEA products are also offered in the catalog in various prices.
The previous digital promotion strategy was also carried out by PT. Trans Retail Indonesia, the manager of the Carrefour Transmart supermarket. Vice President of Corporate Communications of Trans Retail Indonesia, Satria Hamid said that along with the demands of the times, the company has long implemented an online promotion strategy. With the current pandemic, companies are increasingly maximizing their online marketing system. “We routinely engage customers through official social media accounts Facebook, Instagram and Youtube, providing information on promos and ongoing shopping programs,” he told Katadata some time ago. Through all these social media platforms, we expose all shopping programs that are held. The company noted that sales of household goods held up better than other categories during the pandemic. These sales have saved retailers like IKEA and Big Lots from the economic woes that have led to job losses and bankruptcies elsewhere.
IKEA added 6 thousand employees to its global workforce, bringing the total to 217 thousand. Despite the pandemic and a surge in online sales, Ikea opened 33 new stores during the period, including in Moscow, Seoul, Shanghai, and Macau, and plans to expand into new markets such as Mexico and the Philippines. Inter Ikea Group CEO Jon Abrahamsson Ring said that customers still want to touch and try their products. “We are pleased with the growth in online sales, but also very pleased that customers still love our store,” said Ring, noting that 825 million shoppers visited its stores during the period. The company said it will continue to use an approach that offers smaller downtown showrooms, traditional suburban Ikea stores and online stores. Market research firm NPD Group noted that sales of household goods in the United States increased by more than a quarter in the three months to August compared to a year earlier.
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