On the occasion of the broadcast of a new, unpublished issue of Capital magazine presented by Julien Courbet on Sunday November 3, 2024, from 9:05 p.m. on M6, Télé Star reveals the theme of the program scheduled for this week.
Emblematic M6 magazine Since the channel's beginnings in the French audiovisual landscape, Capital has been presented by many television stars over the years. Journalists like Emmanuel ChainGuy Lagache, or even Thomas Sotto, embodied this program broadcast on Sundays in prime time on M6.
From now on, It is Julien Courbet who is in charge of this magazine since he joined the channel in 2018. The one who also officiates on the RTL antenna will present a new new issue of Capital on Sunday November 3, 2024, from 9:05 p.m. on M6.
Capital: Julien Courbet and his teams were interested in IKEA
“Who doesn’t own at least one piece of IKEA furniture? The Swedish giant has changed our habits and colonized all our interiors. Billy shelves, Kallax cubes. Or their famous shoe racks are bestsellers, each selling more than a million copies per year! In France, their 36 stores are showing impressive performance. Four billion euros in annual turnover. Enough to make all the competitors pale. What are their strategies to establish themselves in all homes?“, first indicated M6 in a press release.
“We investigated their fearsome business methods. Starting with their stores. A succession of strokes of genius with an ultra-studied customer journey. Punctuated with large shopping bags just waiting to be filled. Until the famous restaurant at rock bottom prices. Everything is done to retain customers and convince them to open their wallets. In Sweden we had access to the heart of the IKEA machine. Where designers seek to anticipate our needs and desires. What new features will be arriving soon? And how do they invent products that will appeal to the whole world, at low prices?“, the channel then added.
IKEA: is the Swedish giant still the champion of your home?
“Their current challenge. Finally find a way to make furniture assembly easier. Fewer screws, new instructions. Is the promise of faster, stress-free editing kept? In Alsace, one of IKEA's subcontractors opened the doors of its factory to us. Each day, more than 9,000 Pax cabinets roll off the manufacturing lines. Ultra-optimized production where every cent is tracked. But while IKEA has built its success on low prices. Its best argument is undermined by unprecedented price increases in four years“, also underlined M6.
“And its French competitors are rushing into the breach. BUT and Leroy Merlin attack. And everyone has their own strategy. BUT is positioned on the bedding. One of its strong points with an army of in-store salespeople ready to make the item. Leroy Merlin innovates in the field of storage. With low-cost dressing rooms. To improve its image. IKEA has announced a big price cut.
By investing 200 million euros. But on which products? And is the promise kept?“, the channel finally concluded.
