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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
6 / 1444 |
Essay's paper body
Initially only 70% of the furniture range was available online (Jones 2007), with products such as sofas, bedding and lighting available online, however Swedish food products remain available only in the physical store (IKEA rolls out UK e-commerce site, 2007).
This business model is promising as it allows IKEA to retain its loyal customer base as well as gaining new online consumers...
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The loyal customers, who visit the physical agents, are able to continue as they usually would, and their expectations remain fulfilled. In conjunction, customers who were unable to access stores are now able to make online purchases. This strategy is based on capitalisation of a trusted and well-known brand name, like IKEA, which has been in operation since 1943 (Kippenberger, T 1997)...
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General points of the essay
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