\n
IKEA seems more obsessed with doing it right than doing it fast.
\n\nThe Swedish furniture retailer, which has been present in India for close to five years, has waited all this while to open a store in the country. Over these years, IKEA has been studying the Indian market and understanding consumer preferences in order to localise its offerings.
\n\nBut days before its much-awaited launch, the company has again postponed the plan owing to quality concerns. The store, scheduled to open in the southern Indian city of Hyderabad on July 19, will now be inaugurated on Aug. 09.
\n\n\u201cIKEA Retail India decided to move the date as it needs some more time to live up to its expected quality commitments towards customers and co-workers,\u201d Peter Betzel, CEO of IKEA Retail India, said in a statement. \u201cOur main priority is to create an inspiring and safe experience for both customers and coworkers.\u201d<\/p>\n<\/div><\/div>\n
\n\nThe delay has upset its potential customers, but the company is doing everything to ensure the disappointment doesn\u2019t last.
\n\nBrand experts say that in the long haul the delay may not matter much.
\n\n\u201cIn the lifetime of a brand, this is unlikely to have an adverse effect,\u201d said Kiran Khalap, co-founder and managing director of brand consulting firm Chlorophyll. \u201dMost desirable brands have long waiting periods, yet buyers don\u2019t abandon them.\u201d
\n\nFirefighting<\/b>
\n\nThis isn\u2019t the first time IKEA\u2019s encountered such a situation. Earlier this year, bad weather forced it to postpone the launch of its outlet in Exeter, England, at the last minute.
\n\nWithin minutes of announcing the delay in Hyderabad, the company\u2019s social media handles began addressing customers\u2019 concerns. These channels have been in damage control mode since then.
\n\n\u201cIKEA\u2019s launch is high-profile and will be dissected deeply by everyone, not only customers,\u201d said Devangshu Dutta, CEO of retail consultancy, Third Eyesight. \u201cRather than have a launch that is marred by defects or incomplete in some ways, it is sensible from an operational perspective and responsible from a branding point-of-view, to delay the launch and communicate the delay widely.\u201d\n<\/p>\n
Source: qz<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Trollies are seen outside an IKEA store in Wembley, north London January 28, 2015. IKEA Group, the world\u2019s biggest furniture retailer, posted on Wednesday a\u2026 Written By Suneera Tandon IKEA seems more obsessed with doing it right than doing it fast. The Swedish furniture retailer, which has been present in India for close to five […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-5774","post","type-post","status-publish","format-standard","hentry","category-press-quotes"],"yoast_head":"\n
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