Ikea has opened a new 'Plan and Order Point' in Bern's Old Town. This new city center location at Gerechtigkeitsgasse focuses on customer service and planning support for home furnishing projects, rather than offering the full range of a traditional large furniture store.
The new store represents a key part of Ikea's strategy to expand its presence into urban areas. It aims to make design and planning services more accessible to city residents.
Key Takeaways
- Ikea opened a 'Plan and Order Point' in Bern's Old Town in early October.
- The new store offers planning and consultation services, not a full retail experience.
- Three employees assist customers with kitchen, living room, and children's room designs.
- This initiative responds to growing demand for services like delivery and assembly.
- The concept has been tested with pop-up stores and is also in Zurich, Chur, and Winterthur.
Ikea's Strategic Urban Expansion in Bern
Ikea launched its new 'Plan and Order Point' on Gerechtigkeitsgasse in early October. This location is not a large furniture warehouse like the one in Lyssach. Instead, it serves as a specialized consultation studio. Three employees are on site to help customers with their home furnishing plans.
This new type of store reflects a growing trend in retail. Companies are moving closer to urban populations to offer more personalized services. Ikea's move into Bern's historic city center highlights this shift.
Fact Box: Ikea's City Concept
- Location: Gerechtigkeitsgasse, Bern Old Town
- Opening: Early October
- Focus: Planning and consultation services
- Staff: Three dedicated employees
- Products: Limited selection of smaller items available for direct purchase
The core idea behind this new format is to meet increasing customer demand for services. According to Ikea, nearly 50% of all orders now include requests for delivery, assembly, or planning support. This statistic shows a clear shift in consumer preferences. Customers want more than just products; they want complete solutions.
"Our experience shows that support with kitchen design is particularly sought after," Ikea stated in a recent announcement. This highlights the value customers place on expert guidance for complex projects.
Focus on Personalized Planning and Design
The Bern 'Plan and Order Point' is designed to make the planning process easier for customers. Shoppers can get help designing various spaces in their homes. This includes kitchens, living rooms, and children's rooms.
While the store does not stock large furniture items, visitors can find some similarities to the bigger Ikea stores. Display areas show examples of furniture layouts and design ideas. This helps customers visualize how products might look in their own homes.
Background: Evolution of Ikea's Retail Strategy
Since 2022, the Swedish furniture company has been actively establishing these smaller city studios. The goal is to provide central locations for consultation and planning. This strategy allows Ikea to reach customers who might not want to travel to out-of-town warehouse stores.
The company tested this concept in Bern for six months. A pop-up store was opened in the Westside shopping center. This trial period provided valuable insights into customer needs and preferences in an urban setting.
Customers can place orders at the 'Plan and Order Point.' These orders are then delivered directly to their homes. Alternatively, customers can choose to pick up their items at a larger Ikea store. This flexibility offers convenience for urban dwellers.
Expanding Urban Presence Across Switzerland
The Bern location is part of a wider expansion by Ikea in Switzerland. Similar furnishing studios are already operating in other major Swiss cities. These include Zurich, Chur, and Winterthur.
This multi-city approach shows Ikea's commitment to integrating its services more deeply into urban life. It addresses the needs of customers who live in city centers and prefer localized services over large-scale shopping trips.
The smaller footprint of these stores also allows them to fit into existing urban structures. This makes them more sustainable and accessible. It reduces the need for customers to drive long distances for design consultations.
The strategic placement in Bern's Old Town is particularly notable. It brings the brand closer to a diverse customer base, including those living in historical buildings who may have specific design challenges. The store aims to simplify complex furnishing decisions for these customers.
The investment in these city-center locations reflects a long-term vision for retail. It focuses on personalized service and convenience. This model helps Ikea remain competitive in a changing market where online shopping and specialized services are increasingly important.