i

n
p
o
u
a
t
s
e
R
A
E
K
I
f
g
r
INTRODUCTION

ABOUT IKEA

HISTORY
OMNI CHANNEL AND RETAIL MARKETING

IKEA

IKEA is a Swedish home goods company with over 300 locations across the world. It was the world's
largest seller of furniture in the early twenty-first century. IKEA specializes in low-cost items that are
sold in compact "flat-pack" format for customer assembly at home. IKEA was founded in Sweden in
1943 and still proudly displays its Swedish roots—store exteriors are painted in the colours of the
Swedish flag (blue and yellow), in-store restaurants serve Swedish food, and the company's products
bear Swedish names—but the company's headquarters are now in the Netherlands.

IKEA is an acronym standing for  the founder’s initials, Ingvar Kamprad, the name of the
farm he grew up in, Elmtaryd, and the nearby village, Agunnaryd.

IKEA’S OMNICHANNEL
ope n
I K
R
E A
e s t
IKEA’S OMNI-CHANNEL STRATEGY TO ENHANCE CUSTOMER EXPERIENCE

1. Physical and E-Commerce Integration - When it came to expanding their online presence, the
organization took great caution. Slow and steady wins the race, with IKEA initially expanding its
online product variety before moving on to high-feature mobile applications and digital catalogues.

2. The Store Visits metric as IKEA’s main offline measurement solution - Store Visits is the
epitome of the IKEA omnichannel strategy, measuring the impact online ad clicks have on their
stores’ physicality. With the application of brick-and-mortar conversion rates and average basket
values, the retailer estimates how their store visits are shaped by the use of mobile ads. 

3. Buy online and pick up in-store model- IKEA's Click & Collect service had been operational
for some time before the disastrous COVID-19 epidemic, but it was temporarily halted. The physical
presence of IKEA is outstanding, with specifically created rooms for the Click & Collect service and
clear signage. The company's ready-to-assemble/flat-pack approach, of course, is what makes this
method simple and well-received by colleagues and consumers.
4. IKEA’s innovative apps  and the AR application- IKEA's mobile app, dubbed The Smallest
IKEA Store, was created to enhance customers' journeys and provide a seamless experience by
offering a variety of essential features. The app provides exceptional insights on item availability with
a thorough index based on stock levels and projected delivery inventory. Customers may use this vital
piece of information to predict product stock availability, plan their purchases, and keep informed
about any shortages.

TYPE OF RETAIL FORMAT

In addition to IKEA.com and BIG BLUE STORES filled with home furnishing and delicious
food, IKEA is creating exciting new ways for people to shop – wherever they are.

ACCESS FOR EVERYONE

1. CLASSIC RETAIL STORES

2. IKEA.com- Shopping on ikea.com means you can compare colours and patterns with what you
already have, and pick shelves and wardrobes that fit your rooms perfectly, by measuring while
you’re shopping.

3. IKEA – (small stores) in cities like Hong Kong and Taipei, small stores have already been opened,
and many more are under development in more markets. With new, small store formats, people can
have access to the IKEA range in the areas where they live, move and work

4. IKEA Pop-ups are time-limited stores designed to really connect with consumers. 

5. IKEA Shops (Shop with focus)-The very first IKEA bedroom shop opened in the centre of Madrid
in the summer of 2017, and an IKEA shop with a small space living focus in Tokyo in 2020

6. IKEA Planning studios to offer expert help. A meeting point where customers can get support for
more complex purchases, like kitchen and bathroom project.

IKEA's retail is dynamic, and it's changing all the time. IKEA can now be found on IKEA.com, in the
catalogue, in small stores, pop-up events, IKEA shops, Planning Studios, and, of course, in over 400
conventional, huge blue IKEA stores throughout the world.