Ikea is to bridge online and offline as it trials a new format store in Norwich, an area where it does not currently have a presence.
The flatpack furniture giant, which is an IRUK Top100 multichannel retailer, is testing an order and collection point that it says will improve the service it offers Norfolk customers.
Currently, Ikea customers in the area buy online without face-to-face assistance, or travel more than two hours to Ikea’s Lakeside or Milton Keynes stores to see the range for themselves or to get design advice.
“By introducing an order and collection point in this market we are hoping to bridge the gap between online and in-store shopping and offer customers a more personal service locally,” said Ikea in a statement.
The Norwich format will act as a planning studio, where customers can get advice, see, touch and feel the product range for themselves, as well as collecting orders made online. There’ll be a cafe and shoppers will be able to buy from a limited range in store. However, the company says that as the concept rolls out, each will be slightly different as it finds out how customers in different markets want to shop with it.
The new format, says Ikea, is part of a strategy to be more accessible. Existing stores will also be rebuilt to improve the customer experience, while new stores will open and the existing ecommerce platform will be updated and offer a wider range of services.
Image: Ikea
