Newer IKEA stores are usually very large blue buildings with few windows and yellow accents (the company’s colors are also the national colors of Sweden). They are often designed around a “one-way” layout which leads customers along “the long natural way,,. This layout is designed to encourage the customer to see the store in its entirety (as opposed to a traditional retail store, which allows a consumer to go right to the section where the goods and services needed are displayed) although there are often shortcuts to other parts of the showroom. The sequence first involves going through furniture showrooms making note of selected items. Then the customer collects a trolley and proceeds to a open-shelf warehouse for smaller items (Market Hall). Then the customer visits the furniture warehouse (Self Serve) where they collect previously noted showroom products in flat pack form. Sometimes they are directed to collect products from an external warehouse on the same site or at a site nearby. Finally they take their products to the cashier’s station to make payment.
新的宜家商城通常都是一栋大型的蓝色建筑,有着少数几扇窗子和黄色的醒目标志(该公司 的颜色搭配也正是瑞典的代表色)。卖场通常被设计成“单行”布局,引导消费者走自然的较长的一 条路线。这种布局的设计是为了鼓励消费者逛遍整个卖场(与传统零售店截然相反,一般在传统零 售店里消费者会径直走到陈列有他们所需商品与服务的区域),尽管通往其他展示厅通常都有捷 径可走。购物的顺序首先包括穿过家具展览厅对所选物品进行记录,然后消费者利用手推车进入 到开放式的仓库内选购较小的物品(市场大厅),再然后消费者参观家具仓库(自选区),在那儿他们将选择之前在展览厅标记过的物品,不过这次这些商品都是平面 包装的。有时他们会直接从同一地点的或邻近的外部仓库选择物 品。最终他们将带着选好的商品到收银台交款。
Newer IKEA stores, like the one in Koblenz, Germany, make more use of glass, both for aesthetic and functional reasons. Skylights are also now common in the Self-serve warehouses. More natural light reduces energy costs, improves worker morale and gives a better impression of the product.
新的宜家卖场,比如在德国科布伦茨的这家,就更多地使用了 玻璃,同时兼顾了美观与功能性。在自选仓库中天窗的设计现在也 非常普遍。更多的自然光会减少能源消耗,增加员工的士气并且使 产品看上去更加精致。
Whilst the original design involved the warehouse on the lower level and the showroom and marketplace on the upper, today most stores globally have the Showroom upstairs with the marketplace and warehouse downstairs. Additionally, some stores are single level. Some stores maintain separate warehouses to allow more stock to be kept on-site at any given time, although this occasionally results in challenges in finding the items, as well as a perception of having to queue in line twice. Single-level stores are found predominantly in areas where the cost of land would be less than the cost of building a 2-level store-examples include the store in Saarlouis, Germany and Haparanda, Sweden. Some stores also have dual level warehouses and machine controlled silos which allow large quantities of stock to be accessed thorughout the selling day.
与此同时,原始的设计是将仓库置于较低位置而将展览厅和商 场置于较高位置,今天全球大部分卖场都将展览厅置于楼上而将仓 库和商场置于楼下。此外,一些商场只有一层。一些商场保持独立的 仓库和商场以便存放更多存货以便能够随时提供现货,尽管偶尔导 致寻找货品成为一项挑战,或者需要为此排两次队。当土地价格远比 建造一栋两层的商场省钱时,单层的卖场会占据主导地位,比如德国 的萨尔路易斯卖场和瑞典的哈帕兰达卖场。一些卖场拥有两层的仓 库和机器控制的筒仓,可以用来存放推销期间需要的大量货物。
Most IKEA stores offer an “as-is” area at the end of the warehouse just prior to the cashiers. Returned, damaged and formerly showcased products which are not in new condition or taken out of the IKEA product range are displayed here, and sold with a significant discount, but also with a “no returns” policy. In the United Kingdom, this is referred to as “Bargain Comer.”
大部分宜家卖场都会在仓库最后距离收银台不远处设立一个 “原样”区域。非全新或是未在宜家目录之内被退回的、受损或是之 前作为样品陈列的货物都在此展示,并且以较低的折扣价出售, 但是同时也附加有“不退货”原则。在英国,这种一般被认为是“特 卖区”。
In Hong Kong, where shop space is limited and costly, IKEA has opened three outlets across the cities, which are actually part of shopping malls. They are tiny compared to common “large blue box” store design, but are huge by Hong Kong standard. Most of the outlets still have a “one-way” layout. An exception is the newest outlet in Telford Plaza, where the three independent floors can be accessed freely from each. Following IKEA tradition, though, the only cashier is located on the lowest floor.
在香港,商场的空间通常有所限制且价格昂贵,宜家在全城开了 3家直销店,这些商店实际也是购 物中心的一部分。它们同通常所说的“巨型蓝色大箱子”的商场设计比较而言小了很多,但是以香港的 标准来说已经很大了。大部分直销店仍旧拥有“单行”式的设计。除了德福广场新开的直销店例外,这家 店里3层独立的楼层层都畅通无阻。然而依照宜家的传统,唯一的收银台依旧位于最底层。
Another feature of many stores are their long opening hours. IKEA stores are in operation 24 hours a day with restocking and maintenance being carried out throughout the night. However, public opening hours tend to be much longer than most other retailers, with stores open well into the evening in many countries. In the UK for example, almost all stores are open past 8pm with opening times often around 9-10am. Warrington, UK has one of the longest opening hours worldwide being open from 10am to 1 lpm Monday to Friday.
鉴于其他众多卖场都以长时间营业为卖点。宜家的卖场都是每天24小时运营,包括夜间的补 货和送货。即使如此,对外营业时间也比其他零售商更长,在很多国家宜家都会开放到晚上。例如 在英国,几乎所有的卖场的营业时间都超过晚上8点,而一般是在早上9到10点就开始营业。在英 国的沃灵顿,拥有一家全球营业时间最长的卖场,从周一至周五每天从早上10点一直营业到晚上 11点。