And while the past year has been challenging, this strategy is paying off, according to Jasper Brodin, CEO of Ikea's parent company, Ingka Group.
"People have the same needs, but they have much less money in their wallet," he added.
AdvertisementHowever, Ikea has benefited from investing in low prices because it has attracted more shoppers away from pricier rivals.
AdvertisementBecause of this, he said that Ikea customers are largely engaging in needs-based shopping, picking up the necessities first, like a new bed or kitchen table, instead of non-essential items.
"There is a large stimulus package coming from the government right now, which is helping, but people have been holding on to their money," Brodin said.
Persons:
Jasper Brodin, — Brodin, —, Nora Redmond, lockdowns, Brodin
Organizations:
Ikea, Ingka, Oxford, Starbucks
Locations:
London, China