In fiscal year 2021, Ikea France generated a turnover of €2.8 billion, an increase of +4% despite the fact that stores were closed for almost 5 months. E-commerce doubles in one year and accounts for 1 billion euros in turnover, or 35% of turnover. Ikea’s fiscal year runs from September 1, 2020 to August 31, 2021.
The role of stores has been redefined under the pressure of the health crisis
The brand wants to accelerate the omnichannel experience with new tools, gradually blurring the boundaries between physical and digital touchpoints. While stores are closed due to the Covid-19 crisis, Ikea France has redefined the role of stores by creating a “Click and Carry” service, setting up home deliveries or scheduling remote appointments to plan the kitchen or bedroom.
Ikea performed 3 million home births, up 56% from the previous year
In doing so, Ikea performed 3 million home births, an increase of 56% over the previous year. There were 107,000 remote scheduling appointments, up from 3,000 a year ago. The growth of e-commerce has been driven by lower delivery prices for small purchases, from €39 for home delivery for less than €400, from €59 previously, as well as by “click and eat”, remote and website planning services.
As for the stores, they received 37.5 million visits within 7 and a half months of their opening. ” Customers need Ikea to benefit from employee experience and maintain an emotional connection with the assortment Mark confirms.
All furniture staff are equipped with a smartphone
Digital is set to gain momentum. Ikea sees digital as a way to blur the boundaries between physical and digital touch points. The brand believes in the smartphone as a multi-channel experience facilitator to simplify the customer journey. Now, all Ikea stores in France are equipped with Purchase check function in the Ikea app. The smartphone should also allow employees to enhance the experience and allow them time to focus on value-added tasks, such as counseling or preparing orders. All employees of Ikea France Furniture are equipped with a smartphone.
Virtual or augmented reality will make it possible to push back the walls of Ikea stores in the city center
Ikea believes that virtual or augmented reality will make it possible to push the walls of Ikea stores in the city center whose dimensions are much smaller than the supermarkets we are used to Ikea and will bring inspiration. Customers will be able to interact with the products and atmosphere via their smartphone or tablet and atmospheric projections in virtual reality, in an immersive experience.
In the face of increased customer demand for the “click and go” service, IKEA France is leading the world in offering a new solution to this service. For this purpose, an automated space will be installed at Ikea Plaisir from December 2021. This will allow the shop to store more orders at one time, while providing customers with greater choice of daily slots.
Total 278 million visits on its digital channels
On the internet side, IKEA reported 278 million visits to its e-commerce website and mobile app, including 29.5 million visits to its mobile app. . IKEA France employs 12,200 people.
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