IKEA Retail transforms app into shopping experience
IKEA Retail (Ingka Group) is rolling out the IKEA app in more markets to enable the many people to select and buy IKEA products in a simpler, more convenient way. Customers will now be able to buy products directly through the IKEA app for home delivery and pick up at the store.
With almost a third of the world’s population now at home due to the Coronavirus pandemic, the way of life and work has changed. People are spending more time at home, connecting online with the outside world, looking for motivation, engagement, and online experiences.
To this end, Ingka Group is speeding up the convenience of online shopping by rolling out the app to serve customers’ needs. Ingka Group launched the IKEA app in July 2019, which is currently live in Sweden, France, the Netherlands, UK, Ireland, Spain, Canada, and Japan. Over the next two months more markets, including the U.S., Germany, Italy, and Serbia, will introduce the IKEA app to be even more accessible to customers. So far, it has been downloaded by 4.9 million users and is continuously evolving by launching new features.
“We have designed the IKEA app through the lenses of data ethics to create a completely new experience that allows shoppers to access the full range of IKEA products from the comfort of their home,” says Barbara Martin Coppola, Chief Digital Officer, Ingka Group (pic below).
The IKEA app is in line with the Customer Data Promise that Ingka Group launched in January this year. The promise ensures people to be in full control of their data by creating a unique user experience built on a set of principles. Ingka Group wants customers to be able to make own decisions by creating a democratic digital design. Through a centralized data control panel, customers will get contextual access to their settings where they can change and personalize their inspirational feed.
The shoppable app —along with the new digital tools launched as part of the Customer Data Promise— was designed and developed in collaboration with Work & Co, IKEA’s digital product partner.
The IKEA app will add value to customers’ online experience by making it possible to shop IKEA products directly through the app. It is packed in a modern design offering a great user experience with content to engage customers regardless of their living situation.
The IKEA app features an inspirational feed where customers can choose to personalize it based on what products they like. The feed highlights product recommendations, inspirational content, and campaigns. Users can navigate through a fresh design making it easier to find, discover, and get inspired by IKEA’s range of products. The IKEA app also enables customers to create a profile and get access to their digital IKEA Family card.
Ingka Group has been accelerating its efforts to offer digital solutions to be more accessible to the many people. In order to better meet the increasing needs of its customers, Ingka Group has been continuing to invest as part of its digital transformation. In April, Ingka Investments, the investment arm of Ingka Group acquired Geomagical Labs, a leading US-based development company of 3D and visual AI solutions for interactive home furnishing inspiration, based in Silicon Valley, California. The 3D and AI technology developed by Geomagical Labs will be used to bring out the uniqueness of IKEA to life, digitally, by making it easy for customers to capture and furnish their homes using photorealistic 3D representations of their furnishings.
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