IKEA Focuses on Stronger Omnichannel Play, Local Sourcing in COVID Era
Images Retail|February 2021
As a purpose-led company, during this time IKEA focused on safety and security of their people, building digital capabilities, meeting customers in new ways as the home became the center of everything in everybody’s lives. The brand aims to reach 100 million people in India online by 2022…

What the world has gone through during last few months was completely unprecedented. As a purpose-led company, during this time IKEA focused on safety and security of their people, building digital capabilities, meeting customers in new ways as the home became the center of everything in everybody’s lives.

Click-and-collect, contactless shopping service, along with other online home furnishing services like remote planning, consultancy etc. were launched. The brand also launched New Lower Price and IKEA Family Credit Card by Citi, to make home furnishing solutions accessible to many more people. Their e-commerce sales grew significantly (3x- 4x) and so did sales of some of product categories like work from home (3x-5x), living room, children furniture and kitchen products.

“We are proud of our journey so far and we are growing in India. Along with Retail, IKEA Purchasing, IKEA Foundation, and other group entities investing in India will together create an even more positive impact as ONE IKEA. Our ambition is to reach 100 million people in India by 2022. We will establish a strong omnichannel presence in Hyderabad, Mumbai, Bengaluru and Delhi/NCR. It will be through a combination of big IKEA stores, smaller city-center stores, and online platform as a selling channel,” says Kavitha Rao, Country Commercial Manager at IKEA India.

“Our Hyderabad store has completed two years in India. We are today online in Mumbai, Pune and Hyderabad. Our Navi Mumbai store will open in the coming months and two smaller stores will also open in Mumbai during 2021.” she further adds.

As part of Ingka Centers’ global expansion strategy, the brand is interested in developing IKEA-anchored meeting places in India.

“We are very committed to making our products last longer, as well as extend the lifetime of our products through various options. We are working on a range of services in second-hand stores space that we will introduce in India over time. This is aligned to our focus on sustainability. At this point, we do not plan to launch a second-hand store in India,” says Rao.

Ensuring a Safe Shopping Environment

IKEA remains invested and committed to India and stands by the vision to create a better everyday life for the many people. As the world fights the pandemic, ​safety and security of co-workers and customers have been of highest priority for the brand.

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