So, how do you think that the Furniture Giant IKEA is going around promoting its new store in Tempe, Arizona - mobile bedroom(s) - Yeah! Bedroom on wheels!

Tian reports the mobile bedrooms have been seen throughout the Phoenix metro area and on the streets of Tempe.

The mobile bedroom is mounted on the back of a retrofitted Ford van, outfitted with IKEA's Fall furniture line and has two inhabitants in their pajamas going about their morning routine as onlookers watch.

And, oh - it's just the morning stuff... you will not get any peek-a-boo in there

Could drum up attention for the Grand Opening but will it actually convert shoppers? In my experience IKEA is geared towards people just starting out in life who want semi-decent furniture but don't want to pay for it.

While I am sure that Phoenix has its fair share of young *****s furnishing their first apartment, the community has a larger than average older demographic with its sunny days and mild winters. These people have their furniture and are not necessarily interested in the disposable fair that IKEA thrives on.

Personally, my IKEA days are behind me. I purchase more substantial pieces that will last several lifetimes.

It seems IKEA has done their research

TEMPE, AZ - Demographics:

15 to 19 years 14595 9.2%
20 to 24 years 24530 15.46%
25 to 34 years 30710 19.36%
35 to 44 years 21918 13.82%
45 to 54 years 18**4 11.79%
55 to 59 years 6283 3.96%
60 to 64 years 4324 2.73%
65 to 74 years 6204 3.91%
75 to 84 years 3832 2.42%

Seems Wayne's idea (which I must admit was mine at first sight) is a bit off. Isn't ASU in tempe?

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Ian, Those are very interesting figures [source?]!


Forgive me, but how many university students would be interested in buying furniture [saving that money for a sports car is a more lucrative deal, eh? ]

http://tempe.areaconnect.com/statistics.htm

Everyone needs furniture...

Ian

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Fully agreed!!!! But the point I am trying to make above is: Are university students going to buy their own furniture? Isn't it that most of the students live in rented space or college campuses, which already have furniture .

Though I have not been able to reach IKEA's Marketing Department for an interview or any results, if they were able to get any drect leads (not taking into account the PR generated) from this stunt, but I am pretty sure that ASU was not their target!

Well let's face it. IKEA will be successful in Tempe Arizona. They are what is called a "Category Killer" and until Wal-mart gets into the furniture business more, they have no other Category Killer Competition. Even other furniture chains like Levitz and Sears Home, won't be able to compete with this. In a category that is predominantly made up of independants, IKEA has a sweeping lead. They have bulk and they have infrastructure.

However, just because IKEA is a category killer it doesn't mean all other furniture stores will go out of business. IKEA sells temporary and disposable furniture. You buy it and assemble it yourself. You save money that way. If they assemble it you pay a lot more. Smaller companies can actually use that to their (and your advantage) if they are smart with their product selection and their prices.

The success of this PR stunt will have no bearing on the success of the store. They will draw people from the entire region and not just Tempe, Arizona.