IKEA Malaysia strengthens its omnichannel strategy through Kuching

PETALING JAYA, Oct 9: Kuching is seen as a new growth space for IKEA Malaysia to expand its reach to consumers in the market in Sarawak and strengthen IKEA's access in East Malaysia.

Currently, customers in East Malaysia have access to IKEA's network through online channels and delivery services.

IKEA Malaysia's National Retail Director, Takeshi Murai said that the presence of a physical store in Kuching this December will allow customers to enjoy the experience of seeing, touching and trying products live before making a purchase.

"We see Kuching as a great city. We've been doing research, listening to customer feedback and doing market research, including assessing the conditions that allow companies to offer products at low prices.

"So, why not Kuching? It's a great city and we see it as a good first step to bring the IKEA physical experience closer to customers in Sarawak and East Malaysia", he said in an exclusive interview with TVS, here today.

Takeshi said IKEA's presence in Kuching also opened up opportunities for companies to contribute to the local community through job creation and cooperation with the local community.

In addition, the opening also reflects IKEA's confidence in the market potential in East Malaysia, as well as being a step towards reaching out to more communities there.
Meanwhile, Takeshi said the IKEA store in Kuching will offer the same price as its online platform and four of its stores on Peninsular Malaysia.

"Customers in East Malaysia will have access to around 5,000 IKEA items, at the same price of products and services as on Peninsular Malaysia", he explained.

He said the approach was part of IKEA's efforts to ensure price capacity continues to be among the key drivers of its business growth.

Takeshi said that IKEA now has over 1,200 products sold at prices below RM10, in addition to the thousands of products whose prices have been reduced this year.

According to him, the pricing capability for IKEA is not only offering products at low prices but also ensuring that customers get value for money through quality, functionality, design and sustainability.

"At IKEA, we call it democratic design. The product must have good quality, good functionality, durability and a good design at low prices.

"So, it's not just about low prices, but about quality, sustainability, design and functionality. We see it as value for money", he said. - TVS