Katrin de Louw was an expert in the television programme SAT1 Check: Möbelhäuser, which was broadcast on 26 August 2024 and will remain visible to interested parties for a while in the SAT1 media library JOIN.
In this TV programme, SAT1 takes a closer look at the furniture giants IKEA, XXXLutz and Segmüller. They compare the appearance, the product range, the speed of the purchase and collection process, the local restaurant, the price-performance ratio and the quality, right through to the assembly of the most comparable pieces of furniture at the three different furniture stores. To this end, the broadcaster sends pairs of people to each retailer to buy furniture and put it and the surrounding service through their paces with expert support. In order to categorise the various offers of the different furniture stores, a television team was on site at the Furniture Future Forum months in advance and interviewed Katrin de Louw about the 3 retail giants.
‘It was an interesting project, even if the end consumer’s perspective is different to that of the industry,’ says Katrin de Louw about the interview with the SAT.1 team in Bünde. ‘But it’s important to support consumers and give them guidance in their consumer behaviour. The three market giants IKEA, XXXLUTZ and Segmüller are more different than you might think,’ Katrin continues. The format shows all the different phases of the purchasing process in detail.
Katrin’s very personal conclusion of the check
However, we asked Katrin for her very personal opinion on the comparison of the 3 furniture stores. ‘I was also there to get an opinion. I think each of the furniture stores tested has a special recognisability that gives them the chance to reach their customers in the future. IKEA is very progressive in its processes, including in terms of digitalisation. As a direct marketer that does its own design and production within the Group, there are a number of advantages that are reflected in the price, among other things. If you’re looking for more design and individuality, I think XXXLutz offers more inspiration as well as design and quality standards. I enjoyed browsing here and, even as a professional, found the themed arrangements in the decoration department very attractive and inspiring. Segmüller, on the other hand, offers conspicuously first-class advice in every segment and is very successful with the silver agers – a growing target group looking for advice and quality as well as comfort. Of course, Segmüller also produces its own upholstered furniture, Made in Germany. What’s more, the Segmüller restaurant has the tastiest and most modern food for me!’ laughs Katrin de Louw, summing up her own experience.
We should stop motivating people with prizes
However, Katrin de Louw finds it a pity that the price war is in the foreground. ‘It was obvious in all three centres that the price war is at the forefront. Yet hardly any other industry has so much opportunity to touch and inspire people!’ According to Katrin de Louw, too little is done here in the houses to talk about quality, sustainability and timelessness of design. Or about health, healthy living and a relaxing ambience within your own four walls. According to the trend expert, it is of course the case that people in 2024 and after corona have now preferred to spend their savings on a holiday, but the expert also says: ‘This is now normalising again and attractive living is definitely a heartfelt wish of many. However, retailers must also manage to trigger a desire to buy in customers through emotions and added value. If you only focus on price, you will only get customers who really need something. Not those who are perhaps just browsing and looking for something nice for their home. But that’s where the sales are!’
The TRENDFILTER and Katrin would like to take this opportunity to thank SAT.1 and the TV team for the excellent co-operation. It was fun!