WEBVTT - Nau mai Ikea: What to know before Sylvia Park store opens 0:00:03.960 --> 0:00:04.280 Jelda. 0:00:04.360 --> 0:00:07.800 I'm Chelsea Daniels and this is a special episode off 0:00:07.800 --> 0:00:11.800 the front page on location at New Zealand's first ever 0:00:11.960 --> 0:00:18.120 Ikea store. So we have been lucky enough to get 0:00:18.200 --> 0:00:22.640 exclusive access to Ikea before the door's open on December fourth, 0:00:22.640 --> 0:00:25.919 that's this Thursday, and we're here on immedia Day, so 0:00:25.960 --> 0:00:28.440 we get to look through the store and speak to 0:00:28.480 --> 0:00:29.960 some people involved. 0:00:30.040 --> 0:00:32.760 We'll be speaking to IKEA's country. 0:00:32.320 --> 0:00:36.239 Communications manager for Australia and New Zealand about what we 0:00:36.280 --> 0:00:39.600 should expect after Thursday, what kind of products we'll be 0:00:39.600 --> 0:00:42.760 able to look at, and what Ikea is really about. 0:00:43.000 --> 0:00:47.040 And we're also talking to Quantum Jump CEO Ben Goodor 0:00:47.080 --> 0:00:50.640 about the marketing behind Ikea and what really makes it special. 0:00:55.400 --> 0:00:58.440 So Ben, we are lucky enough to be in Ikea 0:00:58.520 --> 0:01:00.160 the week that it opens. 0:01:00.160 --> 0:01:03.040 First off, I mean, can you believe this? Can you 0:01:03.080 --> 0:01:05.240 believe that this is your life right now? How excited 0:01:05.319 --> 0:01:05.560 are you? 0:01:06.600 --> 0:01:09.679 I'm very driving here this morning. I just felt this 0:01:09.840 --> 0:01:12.120 build up of like, oh my god, I'm going to 0:01:12.160 --> 0:01:14.959 Ikea and it's it's you know, it's a Monday morning 0:01:15.000 --> 0:01:18.960 and it opens on Thursday officially, and coming in you 0:01:19.040 --> 0:01:22.880 were seen as motorway signs announcing that IQ is opening 0:01:22.920 --> 0:01:26.640 on Thursday. You're warning you about the traffic. And then 0:01:26.680 --> 0:01:29.520 around Sylvia A partners signs up saying ike in this way, 0:01:29.560 --> 0:01:32.120 and you go, wow, but it's a real place. 0:01:32.160 --> 0:01:33.400 It's like Christmas coming early. 0:01:33.440 --> 0:01:37.360 Now I should mention, actually we've got Tom rain now 0:01:37.720 --> 0:01:42.600 or Raynel, sorry Tom, I now pronunciation of that earlier 0:01:43.240 --> 0:01:44.840 that I was fancying it up a bit. 0:01:44.880 --> 0:01:46.680 He's from Harold Business. Now. 0:01:46.760 --> 0:01:48.320 We came up with an idea in the office, a 0:01:48.360 --> 0:01:52.000 bit of a joke. Let's get Tom to construct a 0:01:52.000 --> 0:01:55.320 flat pack for us. He was bragging about how good 0:01:55.360 --> 0:01:57.680 he is at it, and we thought, why don't we 0:01:57.720 --> 0:01:58.040 get him. 0:01:58.040 --> 0:01:59.640 In the background, everyone was laughing. 0:02:00.080 --> 0:02:03.160 We actually asked Ikea to get us something for Tom 0:02:03.200 --> 0:02:06.320 to build, and they obliged. Tom, what have you got? 0:02:06.600 --> 0:02:10.919 I have the shoe rack called Macapacker. 0:02:10.880 --> 0:02:13.680 Mac packa shoe rack, and let's just put some money 0:02:13.680 --> 0:02:17.000 on it. Just first and how a how much do 0:02:17.040 --> 0:02:17.680 you want to bet? 0:02:18.880 --> 0:02:20.200 And when do you reckon? 0:02:20.320 --> 0:02:21.400 How long is it going to take. 0:02:21.280 --> 0:02:23.679 You to do I'll put fifty dollars in. 0:02:24.000 --> 0:02:25.800 You're going to put fifty bucks down? It was pay 0:02:25.880 --> 0:02:26.600 day on Friday. 0:02:26.720 --> 0:02:29.320 It was thank God for that, I would not be betting. 0:02:29.800 --> 0:02:31.480 And how long do you reckon it's going to take? 0:02:32.080 --> 0:02:33.600 I mean, do you know nothing about this? 0:02:33.840 --> 0:02:36.080 I know absolutely nothing about it. I have worked at 0:02:36.080 --> 0:02:38.040 a furniture store before, so I do have some experience 0:02:38.080 --> 0:02:40.480 building furniture. Maybe not this type of furniture. 0:02:41.040 --> 0:02:42.880 I'd say hopefully ten twelve minutes. 0:02:43.320 --> 0:02:47.160 Ten to twelve minutes, give myself a wide band. Well, Ben, 0:02:47.480 --> 0:02:49.320 do you want to count down so we can we 0:02:49.320 --> 0:02:51.440 can have our chat. You count down Tom and we'll 0:02:51.480 --> 0:02:53.000 let him get get underway. 0:02:53.360 --> 0:03:02.519 Sure, count from five, five, four, three, two, one go. 0:03:02.919 --> 0:03:06.160 So Ben. I saw a few marketing and ads on 0:03:06.200 --> 0:03:07.760 the way here as well, and I thought it was 0:03:07.840 --> 0:03:08.560 quite interesting. 0:03:08.600 --> 0:03:11.079 Actually, I saw one from the warehouse. 0:03:11.800 --> 0:03:12.600 Did you see that one? 0:03:12.720 --> 0:03:16.799 Welcoming my eyes? I was turning corners of hiring my 0:03:17.080 --> 0:03:18.919 Ikea or something like that. I didn't see. 0:03:19.120 --> 0:03:19.480 I couldn't. 0:03:19.520 --> 0:03:22.280 The rest was too small to read. But going interesting 0:03:22.320 --> 0:03:26.919 because I thought the warehouse or advertising Ikea, that's quite bold. 0:03:27.000 --> 0:03:30.080 It's arguably it's a marketing no not but but you know. 0:03:30.040 --> 0:03:31.600 Hey, I mean I would have thought that as well, 0:03:31.600 --> 0:03:33.680 And that's what I really wanted to ask you. Also, 0:03:33.760 --> 0:03:35.680 it's like even when other brands are getting and I 0:03:35.720 --> 0:03:38.240 think I saw one from AA Insurance as well, saying 0:03:38.400 --> 0:03:42.720 we ensure the XX drawers from Ikea or something. So 0:03:43.000 --> 0:03:48.560 how big is this Ikea opening for the warehouse arguably 0:03:48.600 --> 0:03:52.960 one of their competitors, to be welcoming them to the market. 0:03:53.320 --> 0:03:55.160 Well, that's interesting because an away, but I guess they're 0:03:55.160 --> 0:03:58.240 trying to associate themselves with ike rather than pretending it's 0:03:58.280 --> 0:04:01.080 not happening and almost get the you know, the noise 0:04:01.120 --> 0:04:03.880 around Ikea this week next week is just going to 0:04:03.920 --> 0:04:06.480 be huge. The expectation, as we were talking about earlier 0:04:06.520 --> 0:04:12.240 as has been enormous getting towards opening date. So for them, 0:04:12.600 --> 0:04:14.839 I guess going, well, if you can't beat and join them, 0:04:15.240 --> 0:04:18.360 and how do we come in and impose ourselves into 0:04:18.920 --> 0:04:20.520 the biggest marketing launch of the year. 0:04:21.000 --> 0:04:22.159 I thought that was quite interesting. 0:04:22.200 --> 0:04:24.320 Do you think that they're because Ikea is such a 0:04:24.400 --> 0:04:27.560 huge stores about the size of three Rugby fields, I'm told, 0:04:28.120 --> 0:04:30.480 and there are thousands of thousands of products seven and 0:04:30.520 --> 0:04:33.360 a half thousand or something in saying like that, is 0:04:33.400 --> 0:04:35.160 there something that the warehouse is going to have that 0:04:35.240 --> 0:04:43.040 Ikea doesn't, Well, they have groceries it's true toilet paper they. 0:04:42.520 --> 0:04:46.200 You know, like I mean, there's crossover, but they are 0:04:46.320 --> 0:04:49.760 very very different stores and the warehouse can never be 0:04:49.800 --> 0:04:54.520 the Swedish juggernaut that Ikea is, but equally so, it 0:04:54.560 --> 0:04:58.440 probably only actually impacts about fifteen percent of their ranging, 0:04:59.279 --> 0:05:00.560 so you know different. 0:05:01.120 --> 0:05:05.240 What do you make of the Ikea marketing and the 0:05:05.720 --> 0:05:08.240 kind of the hype that has been built. We've lust 0:05:08.279 --> 0:05:11.800 spoken September and since then it's just gotten more and 0:05:11.839 --> 0:05:16.440 more talked about. What do you think makes Ikea so special? 0:05:17.000 --> 0:05:19.120 Well, I think one of the things is it's it's 0:05:20.120 --> 0:05:22.880 it's validation that New Zealanders have finely arrived on the 0:05:22.920 --> 0:05:25.960 global map for Ikea, and you know, it is a 0:05:26.080 --> 0:05:30.880 genuine global retail phenomenon. And I think what makes it 0:05:30.920 --> 0:05:34.839 special is but it's it's so successful. It's so iconic, 0:05:34.960 --> 0:05:37.120 you know people. I think we've talked about before. You know, 0:05:38.160 --> 0:05:40.640 so many people have got Ikea products in our homes, 0:05:40.640 --> 0:05:43.840 becauld have brought back from overseas or they've shipped in 0:05:43.839 --> 0:05:47.280 in some way, and it's like now it's actually here, 0:05:47.640 --> 0:05:51.359 you know, And it is I think because maybe because 0:05:51.360 --> 0:05:54.760 of that scandic edge as well, it just has so 0:05:54.880 --> 0:05:58.400 much more credibility and magic about it. 0:05:58.480 --> 0:06:01.000 Well, just because because of the Swedish element, it just 0:06:01.040 --> 0:06:02.240 immediately seems cooler. 0:06:03.520 --> 0:06:06.240 It does the fields. You can see the mist because 0:06:06.240 --> 0:06:07.960 if the Viking long ship's coming through. 0:06:09.880 --> 0:06:14.640 In terms of I guess Ikea and I mean, why 0:06:14.680 --> 0:06:17.320 do you think it's taken so long for us to 0:06:17.320 --> 0:06:18.720 get an Ikea store down here? 0:06:20.120 --> 0:06:22.480 Well, partner, you just said it. We're a long way 0:06:22.520 --> 0:06:26.080 from anywhere. I was actually looking up, and we're one 0:06:26.080 --> 0:06:28.200 of the smaller nations to have an Ikea, but there 0:06:28.200 --> 0:06:33.440 are tiny places like Iceland, Cyprus, Latvia, Estonia, they've all 0:06:33.440 --> 0:06:36.800 had Ikea before us, and so we are very much 0:06:36.920 --> 0:06:38.760 I wouldn't say we were in an afterthought, but it's 0:06:38.800 --> 0:06:41.920 taken a long time because I guess the cost for them, 0:06:41.920 --> 0:06:44.960 and you expirence thought when we drove in this morning 0:06:45.320 --> 0:06:47.960 and you look around and you look at the you know, 0:06:48.320 --> 0:06:50.000 everything had to bring. They've had to bring that all 0:06:50.040 --> 0:06:54.159 a long way to set up the system and for 0:06:55.000 --> 0:06:57.960 possibly just one Ikea to serve all of New Zealand. 0:06:58.120 --> 0:07:00.479 So I think they've probably waited until they they could 0:07:00.520 --> 0:07:03.320 do it well. And I mean certainly they've have been 0:07:03.320 --> 0:07:05.160 so smart, like with the whole way. They've got their 0:07:05.160 --> 0:07:08.080 distribution plans, so you could be in christ Church and 0:07:08.120 --> 0:07:10.560 you can order it to be shipped because they never 0:07:10.640 --> 0:07:12.360 used to do that years ago if they didn't deliver, 0:07:12.560 --> 0:07:15.040 And so that's been an evolution of the IQ offering. 0:07:15.520 --> 0:07:19.400 Yeah. Interesting, And I wonder as well whether there is 0:07:19.440 --> 0:07:22.640 a market for you know, some Tom's out there now 0:07:23.040 --> 0:07:26.120 to be able to do your flat pack furniture and everything, 0:07:26.360 --> 0:07:28.160 because that's what they've got in other countries as well. 0:07:28.160 --> 0:07:29.960 At Yeah, it is, and I think that there will 0:07:30.040 --> 0:07:37.720 be smart kids and Tom could build career, you know, 0:07:37.840 --> 0:07:40.280 like great pocket money earners, you know, like I would 0:07:40.280 --> 0:07:43.680 imagine people can advertise their services flat packs set up 0:07:44.120 --> 0:07:46.640 and you know, teenagers who want to make a few 0:07:46.680 --> 0:07:49.360 bucks be brilliant, you know, great pocket money. 0:07:49.640 --> 0:07:54.200 Yeah, I'd give a teenager probably fifty bucks to build. 0:07:54.000 --> 0:07:54.600 Something for me. 0:07:54.680 --> 0:07:54.920 Tom. 0:07:54.960 --> 0:07:57.600 How are we going? We're about four minutes in. 0:07:57.800 --> 0:07:59.400 You look at this, I mean this is coming together 0:07:59.400 --> 0:08:00.000 pretty quickly. 0:08:00.000 --> 0:08:01.080 It's pretty fancy. 0:08:02.320 --> 0:08:04.160 How FASTY are you still confident? 0:08:04.320 --> 0:08:06.200 I'm still gonfl I think how we're done for time? 0:08:06.720 --> 0:08:08.400 We're on just on four minutes. 0:08:08.760 --> 0:08:10.480 I mean we're a third of the way done. Third 0:08:10.480 --> 0:08:12.960 way through the time, I think it's okay, what are you. 0:08:13.960 --> 0:08:15.640 Actually looking quite. 0:08:17.800 --> 0:08:17.840 For? 0:08:18.000 --> 0:08:19.600 My I here bookshelf. 0:08:20.040 --> 0:08:21.800 All you have to all you have to tell him 0:08:21.840 --> 0:08:23.480 is that he's going to be filmed and on camera, 0:08:23.560 --> 0:08:25.120 and you know it won't fust you anything. 0:08:25.240 --> 0:08:28.080 You can come round and do it for free. So 0:08:28.840 --> 0:08:30.280 in terms of so we've spoken. 0:08:30.000 --> 0:08:32.720 About the warehouse, do you reckon any other furniture stores 0:08:32.800 --> 0:08:35.720 are going to amp up their marketing now as well? 0:08:37.120 --> 0:08:39.480 Well? I think if they're smart, they do, and they 0:08:39.480 --> 0:08:41.080 need to, and probably a bit like the warehouse. Do 0:08:41.080 --> 0:08:42.920 you lean in or do you lean back? 0:08:43.559 --> 0:08:46.520 And what's a key we way I think to be welcoming. Hey, 0:08:46.640 --> 0:08:49.240 that's quite clever about what I thought about that ad. 0:08:49.559 --> 0:08:52.360 But what would be interesting? Yes? Yes, absolutely, but I 0:08:52.360 --> 0:08:54.400 think if you're yes, say, I mean the ones who 0:08:54.400 --> 0:08:57.360 are going to be most impacted of furniture retailers and 0:08:57.440 --> 0:09:01.360 they so for them. Do they aligned themselves with if 0:09:01.400 --> 0:09:05.199 you can't find it to Ikea, remember about us find 0:09:05.200 --> 0:09:08.200 it here, all price pointing or whatever, so you know, 0:09:08.280 --> 0:09:12.760 because they don't, these other places won't want the everyone 0:09:12.760 --> 0:09:15.439 to forget about them because they're all racing to Ikea. 0:09:15.559 --> 0:09:17.400 And it's not say, you know, you might not find 0:09:17.440 --> 0:09:19.280 exactly what you want here, you might find it in 0:09:19.360 --> 0:09:22.240 another store. So I guess if I was doing the 0:09:22.280 --> 0:09:24.679 marketing for a furniture retailer, I'd be going, how can 0:09:24.720 --> 0:09:27.679 I line up? And being in that zone of consideration 0:09:28.520 --> 0:09:29.760 and not forgotten about. 0:09:30.160 --> 0:09:32.400 And in terms of I guess, what do you reckon 0:09:32.440 --> 0:09:35.720 that there's any coincidence that Ikea is opening the week 0:09:35.760 --> 0:09:39.200 after the Black Friday sales, arguably the biggest sales event 0:09:39.960 --> 0:09:41.160 of the retail year. 0:09:42.600 --> 0:09:45.719 I hadn't thought of that, I think. I mean, I 0:09:46.000 --> 0:09:48.000 think probably for them, they've been on a race to 0:09:48.080 --> 0:09:51.240 open and probably open this year so that they can 0:09:51.360 --> 0:09:53.400 get in before Christmas. I mean, it's going to be 0:09:53.720 --> 0:09:55.720 how many people are going to be getting something from 0:09:55.720 --> 0:09:57.599 Ikea thiss Christmas. 0:09:57.559 --> 0:09:59.880 Even if it's appealer or something, just something. 0:09:59.679 --> 0:10:03.920 From the marketplace here. So yeah, maybe maybe get Black 0:10:03.960 --> 0:10:05.679 Friday out of the way, because it's going to be 0:10:05.720 --> 0:10:07.880 all that retail bars we've just been living through and 0:10:07.880 --> 0:10:09.600 then yeah, this is the new white space. 0:10:10.480 --> 0:10:12.560 What so we've got I KA, Now what do you 0:10:12.600 --> 0:10:13.840 reckons next? 0:10:14.520 --> 0:10:15.840 What other big brand. 0:10:15.600 --> 0:10:18.280 Overseas are we going to get? We spoke about Chemist 0:10:18.360 --> 0:10:21.840 Warehouse obviously as a massive Australian brand that's really taking 0:10:21.840 --> 0:10:23.760 a hold in our market now as well, and they've 0:10:23.760 --> 0:10:27.760 got that really big brand presence also, Hey, the colors 0:10:27.800 --> 0:10:31.800 and the slightly offensive to the eyes, all of them, 0:10:32.520 --> 0:10:35.439 the marketing and the tickets and everything as well. 0:10:36.160 --> 0:10:37.480 What do you reckons next? 0:10:37.960 --> 0:10:40.480 What's good question, because what are we missing? I mean, 0:10:40.520 --> 0:10:43.960 in a way, Ike and Costo have felt like sort 0:10:44.000 --> 0:10:47.160 of last pieces of the major retailing jitsaw. 0:10:48.920 --> 0:10:53.840 Because I can see someone, have we done it well done? 0:10:54.640 --> 0:10:55.360 Seven minutes? 0:10:55.840 --> 0:10:58.319 Toughing because there's a lot of audience clapping behind me, 0:10:58.400 --> 0:11:00.320 so you can't hit them on camera, but they're doing. 0:11:00.120 --> 0:11:03.680 Well phenomenal top I mean, yeah, actually quite impressed with that. 0:11:03.920 --> 0:11:05.959 I'm happy with myself to have a look at the 0:11:08.200 --> 0:11:09.640 that's a pretty fine looking. 0:11:10.720 --> 0:11:11.680 There anything left over? 0:11:11.760 --> 0:11:13.520 Have you missed any four bolts? 0:11:13.559 --> 0:11:15.720 But they're actually to extend it if you want to, 0:11:16.280 --> 0:11:18.160 so you can take off the top lane just by 0:11:18.200 --> 0:11:20.839 the rack itself, screw these on and lift it up 0:11:20.920 --> 0:11:23.240 and add more lanes. And does that actually say that 0:11:23.280 --> 0:11:28.640 in the you made that so well done? 0:11:28.720 --> 0:11:31.400 I'll expect that fifty dollars back in the office. 0:11:31.480 --> 0:11:34.120 I believe if you relook at the tape, I didn't 0:11:34.120 --> 0:11:36.960 actually agree to fifty dollars. You were going to agree, 0:11:37.120 --> 0:11:38.600 you were probably gonna have to give. 0:11:38.480 --> 0:11:39.400 Me a home. 0:11:39.440 --> 0:11:43.600 You be the judge agreed to that or not, And. 0:11:43.679 --> 0:11:45.760 We'll get Richard to go back and edit in the 0:11:45.800 --> 0:11:48.640 bit where I don't know if we need that. 0:11:48.720 --> 0:11:51.120 We thank you very much, Thank you very much. 0:11:58.120 --> 0:12:01.320 So what WI the next big brand? 0:12:02.240 --> 0:12:02.440 Yeah? 0:12:02.679 --> 0:12:03.480 What are we missing? 0:12:04.240 --> 0:12:05.760 I think I think there are a lot of global 0:12:05.880 --> 0:12:09.040 fashion retailers for that aren't here, more than the big 0:12:09.080 --> 0:12:12.400 box retailers, because I mean it's unlikely. You know, we're 0:12:12.400 --> 0:12:14.600 not going to get a Walmart because we had the warehouse. 0:12:15.640 --> 0:12:17.800 You know, we we you know, there's there's always that 0:12:17.920 --> 0:12:20.480 thing about the government would love Audi to come here 0:12:20.520 --> 0:12:22.960 so we have another supermarket place I would love. 0:12:23.040 --> 0:12:25.640 I email the Audi team at least once every quarter 0:12:26.200 --> 0:12:28.000 to ask them if they're going to come here, and 0:12:28.080 --> 0:12:31.240 every time they're like, no, there are no players I'm in. 0:12:31.280 --> 0:12:33.520 The reality is I'm from a supermarket point of view. 0:12:33.600 --> 0:12:36.360 It's so complex to set up in a new market, 0:12:36.400 --> 0:12:40.120 and much more complex than ire just with their shipping piece. 0:12:40.120 --> 0:12:42.960 So I think it's very unlikely we get NOWADI very 0:12:43.040 --> 0:12:48.000 unlikely we get another major supermarket retailer here, but fashion brands, yes, 0:12:48.040 --> 0:12:50.559 I think we talked before. I mean, I have personal favorites. 0:12:50.600 --> 0:12:53.720 I love visiting when I'm overseas, like Desigual which is Spanish, 0:12:54.000 --> 0:12:55.400 or Body which is Italian. 0:12:55.920 --> 0:13:00.560 And Adelaide got a unique cloth. Ah, so that's a 0:13:00.600 --> 0:13:02.880 big part of my every time I go home for Christmas, 0:13:02.880 --> 0:13:04.679 that's a big part of that, going to Uniglo. 0:13:05.480 --> 0:13:07.720 But yeah, there are definitely those places that you go. 0:13:07.920 --> 0:13:11.840 I remember actually before Adelaide, and this is when I 0:13:11.880 --> 0:13:15.600 was growing up, before we got a Krispy Kreme. We'd 0:13:15.600 --> 0:13:18.120 go to Melbourne and there'd be a Krispy Kreme in 0:13:18.240 --> 0:13:22.400 the airport, and so every flight from Melbourne to Adelaide 0:13:22.480 --> 0:13:24.920 you'd go into the overheads and there would be boxes 0:13:25.440 --> 0:13:29.120 of twenty packs, forty packs of Krispy Kremes. And that's 0:13:29.160 --> 0:13:31.960 the kind of because we didn't have it, yes, and 0:13:32.040 --> 0:13:35.680 everyone got Krispy Kremes whenever anybody came home from Melbourne 0:13:35.720 --> 0:13:38.360 or Sydney, you know, So what is that? And I'm 0:13:38.400 --> 0:13:41.240 struggling to think, what is that thing that we don't 0:13:41.280 --> 0:13:44.360 have that we really want, Like an idea like a 0:13:44.440 --> 0:13:45.120 Krispy Kream. 0:13:45.360 --> 0:13:48.120 Yeah, because recently we got Sephora, which would take in 0:13:48.120 --> 0:13:50.719 a long time time. I mean, Victoria's secret is interesting, 0:13:50.760 --> 0:13:52.600 you know. I think I read recently there is going 0:13:52.640 --> 0:13:55.160 to be one coming back to the airport. I think 0:13:55.280 --> 0:13:56.640 I don't know if they're going to open up in 0:13:58.240 --> 0:14:01.640 Central Aukland, but that they are. But but that is 0:14:01.800 --> 0:14:05.559 but that is a global phenomenon. So yeah, I think 0:14:05.600 --> 0:14:09.440 I think it's more it is apparel. And you know, 0:14:09.480 --> 0:14:12.040 are we missing any burger joints that we desperately need 0:14:12.080 --> 0:14:16.719 to have? Probably not? And yeah, and yeah, maybe a 0:14:16.800 --> 0:14:17.920 uniclobe would be interesting. 0:14:18.480 --> 0:14:20.760 Oh, thank you so much, Beanna. What are you most 0:14:20.800 --> 0:14:23.040 excited for today? Because we've just come in, we've we've 0:14:23.040 --> 0:14:26.080 sat down at our little little desk here. Is there 0:14:26.120 --> 0:14:28.680 anything that you're specifically looking forward to seeing. 0:14:28.880 --> 0:14:31.040 In the store or or you just hoping I'd mention 0:14:31.120 --> 0:14:31.760 the meatballs? 0:14:34.280 --> 0:14:39.680 Everyone The meatballs is you know, given. But what's your 0:14:39.720 --> 0:14:41.640 favorite part about coming to an Ike store? 0:14:41.680 --> 0:14:43.640 I think I mean there's two piece. I think the 0:14:44.480 --> 0:14:48.240 it is really tall to see the furnishings because you know, 0:14:48.240 --> 0:14:50.720 they have that Scandinavian vibe and so it's just for 0:14:50.800 --> 0:14:53.800 little touches, which make them a little bit more interesting 0:14:53.880 --> 0:14:54.920 than what you might get. 0:14:54.800 --> 0:14:55.400 Down the road. 0:14:55.760 --> 0:14:58.240 But I think the era I was my fascinators the 0:14:58.320 --> 0:15:02.880 marketplace because it's it's like an Aladdin's cave of goodies 0:15:02.920 --> 0:15:04.600 that you may or may not need for your for 0:15:04.640 --> 0:15:08.760 your kitchen or your home, whether it's glasses or some 0:15:09.080 --> 0:15:12.680 clever little device that they've invented. It's a great place 0:15:12.680 --> 0:15:14.400 to buy picture frames. I sound like an advert. 0:15:14.440 --> 0:15:17.280 Now this is the part just before you get to 0:15:17.320 --> 0:15:17.920 the checkout. 0:15:18.040 --> 0:15:20.840 Say yeah, and I remember this part because this is 0:15:20.840 --> 0:15:23.200 the part usually when my mum goes insane and then 0:15:23.200 --> 0:15:25.000 I lose her like a child, like a three year 0:15:25.040 --> 0:15:27.400 ong child, and she comes back with candles. 0:15:27.800 --> 0:15:30.880 With candles, I've got rubs, they've got picture frames, mirrors, 0:15:31.160 --> 0:15:34.240 they've got everything you need for your kitchen, and you 0:15:34.280 --> 0:15:37.160 can just just have fun mooching around and there. You 0:15:37.160 --> 0:15:39.000 don't even need to see everything else in IQ. You 0:15:39.040 --> 0:15:41.280 just go there and that'll be the Christmas the Christmas 0:15:41.280 --> 0:15:45.680 present place'll be. They'll have Christmas decoration, so again, probably 0:15:45.720 --> 0:15:48.760 lots of people that have little ike Christmas trees for 0:15:48.960 --> 0:15:51.480 your or little ike ornaments. 0:15:51.000 --> 0:15:53.280 And last time we spoke Ben you actually, I think 0:15:53.280 --> 0:15:56.800 it was the phrase opening day fanatic, so you came 0:15:56.840 --> 0:15:59.840 to the opening of Costco. You famously went to the 0:15:59.840 --> 0:16:02.480 opening of the London for his first Ikea London store. 0:16:02.840 --> 0:16:04.520 Will you be coming back on Thursday? 0:16:04.680 --> 0:16:06.280 Well, I'm thinking about it. I've got to work out 0:16:06.320 --> 0:16:09.040 how to get here and avoid the traffic. So someone 0:16:09.080 --> 0:16:11.080 said I could get trained, which would be a whole 0:16:11.280 --> 0:16:14.640 novel Idea and their walk round. So I think, because 0:16:14.680 --> 0:16:17.000 I think it will be the buzz and the excitement 0:16:17.040 --> 0:16:19.960 and just seeing I think just to come through an experience, 0:16:20.920 --> 0:16:23.440 So diary permitting, Yes, I will be here. 0:16:24.200 --> 0:16:25.640 I have a feeling that you're going to move some 0:16:25.640 --> 0:16:26.520 few things around. 0:16:28.000 --> 0:16:31.000 Thanks so much for coming with us. Great to be here. 0:16:36.960 --> 0:16:40.840 We're now joined by Ikea Country Communications Manager for Australia 0:16:40.880 --> 0:16:47.640 and New Zealand, Patricia Rutledge. Patricia, obviously, the anticipation has 0:16:47.720 --> 0:16:52.920 been building four years for Ikea. What's it been like 0:16:53.000 --> 0:16:55.640 behind the scenes? Has it been as mad as it 0:16:55.680 --> 0:16:57.760 is what we can see? 0:16:58.600 --> 0:17:02.120 I have not ever experienced anything like it. I've worked 0:17:02.160 --> 0:17:05.600 at Ikea for ten years, so you know, I've seen openings, 0:17:05.640 --> 0:17:09.680 I've seen anticipation, but it's just been incredible and it's 0:17:09.680 --> 0:17:13.600 been like, it's such a what a pleasure to have 0:17:13.680 --> 0:17:16.840 that experience, right, that people are so excited that you 0:17:16.960 --> 0:17:19.960 were coming, because the opposite is not what we would want. 0:17:20.080 --> 0:17:25.520 So yeah, it's been really I wouldn't say crazy, it's 0:17:25.560 --> 0:17:29.320 just been exciting. And I think the excitement of all 0:17:29.400 --> 0:17:31.800 New Zealanders and the welcome we've had has just made 0:17:31.800 --> 0:17:35.800 it even more special. So it's very surreal that from 0:17:35.920 --> 0:17:39.199 next week we can't talk about opening anymore. So that 0:17:39.240 --> 0:17:41.240 will be that will be different, that it'll. 0:17:41.080 --> 0:17:41.800 Be really weird. 0:17:41.960 --> 0:17:42.200 Yeah. 0:17:42.280 --> 0:17:45.199 Yeah, Well, speaking of I wanted to see when Australia 0:17:45.240 --> 0:17:48.280 got their first Ikea store. It was nineteen seventy five. 0:17:48.560 --> 0:17:52.520 We've had to wait half a century. Why have Kiwis 0:17:52.520 --> 0:17:53.680 had to wait so long? 0:17:53.960 --> 0:17:59.960 Oh goodness? I mean from a business perspective, probably there's. 0:18:00.080 --> 0:18:01.400 Many, many seasons. 0:18:01.560 --> 0:18:06.960 Yes, But I think you may have seen twenty nineteen 0:18:07.359 --> 0:18:12.080 our CEO, he's outgoing CEO now, but he made the 0:18:12.119 --> 0:18:15.400 commitments and he said that we were we were planning 0:18:15.400 --> 0:18:19.480 our opening and our entry and he's always been so 0:18:19.600 --> 0:18:23.400 passionate about it. He really wanted to put Ikea on 0:18:23.440 --> 0:18:26.639 the map in New Zealand and it was kind of 0:18:26.720 --> 0:18:29.679 his enthusiasm was a lot of what got us to 0:18:29.760 --> 0:18:32.440 this point as well, because he looked at the map 0:18:32.480 --> 0:18:35.080 and he saw that it was missing and he said, no, 0:18:36.560 --> 0:18:38.240 it's going to be my job and I'm going to 0:18:38.280 --> 0:18:40.199 make sure that we get ike in New Zealand. So 0:18:40.280 --> 0:18:43.040 why it took so long, I don't know, but there 0:18:43.119 --> 0:18:45.720 were a lot of champions that made sure it happened. 0:18:45.800 --> 0:18:49.560 And without them, you know, we might not be here today. 0:18:49.600 --> 0:18:52.920 But we've got them to thank Yeah. Absolutely well. 0:18:53.680 --> 0:18:58.240 In terms of marketing, obviously, does a really really good 0:18:58.359 --> 0:19:01.200 I would be surprised if there wasn't a university. 0:19:00.640 --> 0:19:05.320 Course somewhere about how Ikea. I think there is. I 0:19:05.320 --> 0:19:06.879 would be surprised if there wasn't. 0:19:07.400 --> 0:19:09.320 And even just looking online, I can see, you know, 0:19:09.400 --> 0:19:12.440 in Australia you've got the mates with a youth campaign 0:19:12.600 --> 0:19:16.720 and like the thongs or journals. What has it been 0:19:16.800 --> 0:19:20.320 like trying to really key we five the marketing for I. 0:19:20.240 --> 0:19:26.680 Think working on marketing for Ikea, I call it the 0:19:26.720 --> 0:19:27.560 Ikea magic. 0:19:27.960 --> 0:19:29.679 And it's when you start. 0:19:29.440 --> 0:19:31.480 Working with other people and they say, oh, I'm not 0:19:31.560 --> 0:19:33.840 quite sure that's going to work, and you have to 0:19:33.920 --> 0:19:36.439 challenge people and go no, no, things can work for 0:19:36.520 --> 0:19:38.640 Ikea that they can't for anyone else. And I think 0:19:38.680 --> 0:19:41.280 it's that, you know, we call it twinkle in the eye. 0:19:41.440 --> 0:19:44.600 We don't take ourselves too seriously. We have that quirkiness, 0:19:44.960 --> 0:19:47.800 but what we really want to do is be relevant 0:19:48.040 --> 0:19:50.680 in the markets that we operate, and so we can't 0:19:50.720 --> 0:19:53.080