
Conformément à la stratégie de conquête des centres-villes déployée à l’échelle globale, IKEA ouvre son prochain magasin nippon dans le quartier de Harajuku à Tokyo le 08 juin. L’enseigne suédoise d’ameublement mondialement célèbre avait débarqué au Japon en 2006. Depuis les Japonais s’étaient familiarisés avec ses mégas magasins implantés à la périphérie des grandes agglomérations. Mais l’ouverture prochaine d’un premier magasin de la marque en plein centre de Tokyo a quelque chose de saugrenu.
La première version « city » du magasin IKEA au Japon s’établira dans un tout nouveau complexe commercial baptisé WITH HARAJUKU inauguré à peine un mois et demi plus tôt le 25 avril dernier et situé sur un emplacement idéal face à la gare. Quelques 10000 produits soigneusement triés à destination de la clientèle citadine seront proposés sur une surface de 2500m² répartis sur deux niveaux.
La nouvelle technologie et le fooding bio

Une stratégie marketing savamment orchestrée pour attirer la jeunesse japonaise sera déployée dans ce tout nouveau magasin. Les clients pourront y tester une application innovante. A l’aide des QR codes collés sur les produits, les clients pourront incruster les images des meubles dans un décor de choix en réalité augmentée. Ainsi sur leur téléphone, les clients pourront facilement se faire une idée précise d’une table ou d’une bibliothèque exposée en magasin, en les superposant virtuellement dans une photo de leur propre chambre ou de salon. Suivant ce principe, ils pourront également simuler différents coloris autant de fois qu’ils souhaitent. Cette application a aussi l’avantage d’optimiser la surface restreinte du magasin en milieu urbain.
Contrairement aux méga magasins traditionnels de la marque, les clients y trouveront un nombre restreint des produits mais pas moins de 9500 choix dont 900 articles de petites tailles voire des accessoires facilement transportables. Ici, IKEA lorgne l’achat impulsif des jeunes nippons. En effet, la marque suédoise mise sur la proximité de son nouveau magasin avec la célèbre rue animée Takeshitadori, emblème de la jeunesse japonaise et incubateur de tendance.
Enfin, le snacking suédois sera l’attraction phare de ce magasin, le seul de la marque au Japon à en proposer. Les clients pourront déambuler dans le magasin en dégustant les fameux tunnbrÖd ,(« le pain polaire », sandwich originaire du nord de la Laponie suédoise) vendus sur place. Autre attrait, le fooding bio dans les rayons spécialisés. On y trouvera des glaces et de la pâtisserie à base d’aliment d’origine végétale ou des jus de fruits et des nouilles instantanées sans conservateur. Le souci environnemental d’IKEA Japon s’étend jusqu’à l’uniforme des employés,fabriqué entièrement avec des matières recyclées.
Au Japon aussi , les jeunes sont de plus en plus sensibles à la consommation éthique et au développement durable.
Un projet audacieux sur un marché en diminution
Le marché japonais des meubles grands publics qui pèse actuellement 2.5 milliards EUR a diminué de 30% durant les 20 dernières années selon une étude réalisée par la revue spécialisée en meubles et décorations intérieures Homeliving. Toutefois, le PDG d’IKEA JAPAN, Mme Helen VON RAIS se veut optimiste. Elle assume la stratégie audacieuse de son groupe : « notre mission est de vendre des produits de bonne qualité à prix bas. Et c’est justement le bon moment pour agir ».
Ces dernières années IKEA s’est implanté aux centres-villes des 20 principales villes du monde entre autres Paris et Madrid. Après Tokyo, l’enseigne suédoise projette d’ouvrir à Osaka. Les centres-villes sont devenus de véritables espaces stratégiques pour IKEA. Les jeunes délaissent de plus en plus les voitures individuelles au profit des moyens de déplacement écologiques en milieu urbain.
NIKKEI 04/06/2020 (sources NIKKEI イケア、初の都心型店舗、東京・原宿にオープン)
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