Every time I visit an IKEA store I am impressed with the continuous improvements IKEA integrates in their stores. A few recent examples:
IKEA Planning studio on Tottingham Court Road (upcoming interior design focussed area) in London, servicing London city inhabitants, with help planning their new kitchen. By appointment or just walk in.
According to one of the store employees they are now at their monthly target after opening in Q4 2018. But when I Google: 'planning my new kitchen London' there is no trace of IKEA planning studio. Missed opportunity.
IKEA also has recently introduced design studio's in their regular stores, again focussing on kitchens but also offering more space for people planning their wardrobes (the successful PAX assortment).
But when I try to find a video on how to assemble a Pax wardrobe, there is no content from IKEA, but only user-generated content? Missed opportunity in the customer journey.
I have downloaded the IKEA Space app, which has a great UX, but unfortunately I only read about this in Professional articles and was not informed as a consumer. Great investment and development, but marketing about this great app is unfortunately missing.
All this must be based on consumer research, which is luckily also facilitated digitally instore.
However the questionnaire is endless and distracts from shopping, so probably plenty of drop outs.
My conclusion: IKEA company culture of continuous improving based on customer insights is a great starting point, but has so much catching up to do on the digital spectrum and in communicating about it to consumers while there are so many relevant opportunities. I will be watching out for more great examples and hope they catch up to the high expectations of consumers and progress made by fast moving (new) competitors.
And of course IKEA and the responsible executives can contact carolijn@itsctime.nl to help them take the next steps on their digital transformation journey.
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