The best shot to fend off rivals

February 2005
Cabinet Maker;2/11/2005, Issue 5425, p9
Trade Publication
The article states that this week, prior to the opening of the new Edmonton, Alberta branch of Ikea AB, it has been seen that the chain doing a mail drop in the Islington, north London area. Although not a completely unexpected occurrence, the store is miles away--a large catchments area for any store. The Ikea effect may be outside the realm of most independent retailers' orbits, but when the chain actually starts targeting the customer base, then perhaps it is time to look at its strategies. Direct marketing is hardly rocket science, and many large independent retailers use it to excellent effect to analyze the data of their customers.


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