IKEA, or the “blue box on the potato field” as it’s sometimes referred to according to Allan Dickner, Manager of Packaging Developmentat IKEAof Sweden, is often first physically introduced to customers via a brown box. So, how that brown box looks when carried out of the store, or the condition it arrives in when shipped, is an important part of IKEA’s brand building.
Dickner said that in some countries IKEA has an online presence before physical stores are opened, and they would like to continue to grow their online presence. Shopping in-store is still the primary method, however, with 75% of customers carrying home their purchases and only 25% using delivery.
