Möbelhandel: Wie Ikea gegen die Zurückhaltung der Kunden ankämpft

Ikea promises a festive atmosphere for the holidays on its website. From decorations to lighting and Ikea-themed products such as Vintersaga, the store glows with a Christmas vibe. However, inside Ikea, the mood is less festive. After a record year in 2022/2023, global sales have dropped. Customer reluctance is taking a toll on the furniture retailer.

Many people are saving on furniture and home items, deferring purchases because it's easier than for other everyday products. Germany is the largest market for the company, but Ikea is facing increasing pressure from competitors like Jysk and XXXLutz. In response, various measures are being taken to lure customers. "Prices have been adjusted to remain relevant for customers," the company says.

This week, Ikea launches a new secondhand marketplace in Germany. Members of the Ikea Family program can sell and buy used furniture here. Customers who choose a credit card for the payment receive a 15% discount coupon on the sale revenue at the start. Ikea is jumping on a trend, as the secondhand market is booming. On online platforms like Kleinanzeigen, Ikea products have been in high demand for years.

"We observe that used furniture and home accessories are increasingly sought after and increasingly purchased and sold online," says Charlotte Miles, Country Sales Manager for Ikea Germany. Since 2019, customers have been able to sell used furniture back to the Swedish company. At the end of September, Ikea announced price cuts for around 1,500 products.

This was done to respond to the ongoing burden many households face from rising living costs, the company announced. "Ikea is one of the strongest brands in German retail. Prices have been adjusted to remain relevant for customers," says Marco Atzberger, a member of the management team at the Handelsforschungsinstitut EHI. Besides smaller-format stores, Ikea is also venturing into new territory.

At the video game expo Gamescom in Cologne, the furniture retailer, in collaboration with the video game platform Xbox, presented the gaming collection YXSTABY. It consists of nine products, including a mobile TV stand, seating furniture, and other accessories. "Ikea is currently trying to be more present in the everyday lives of customers and create additional purchase occasions," says Philipp Hoog from the trade consultancy BBE.

Ikea is also experimenting with sales formats. At the end of June, the company opened its first small-format store in Ingolstadt, Germany. With just over 3,000 square meters, it is much smaller than the usual furniture houses, which are typically more than ten times larger. The focus is on home accessories, smaller furniture, kitchen and household items.

Ikea advertises a more central, city-near location. Whether more small-format stores will follow is not specified by the company. They are considering various suppliers and drawing all central city locations and options that meet the requirements, says Atzberger. "As a company, we are fundamentally curious." Atzberger adds, "Ikea is trying to reach customers in different ways and make shopping as convenient as possible for them."

Particularly in cities, many people do not have a car to drive to the large Ikea stores in the green meadow. In the Munich metropolitan area and Rhein-Main region, Ikea has been testing doorstep stations at Aldi Süd parking lots. Customers can pick up their ordered goods from delivery vehicles. Ikea recently opened a 50 square meter temporary pop-up store at Nuremberg Hauptbahnhof. More of these stores are being tested.