IKEA is set to open an ’advice centre’ shop in central London that will link the real world of in-store with the mobile world of its augmented reality (AR) Place mobile app – all in the name of offering a personalised service for customers’ home projects.
The store, which is to open this autumn on Tottenham Court Road, will specialise in low-ticket kitchen and wardrobes assemblage, combining a mix of traditional and digitalised customer experience features. Its trained in-store staff will act upon an advise approach to accompany shoppers use of the retailer’s Place app to visualise its products in their home space.
Javier Quiñones, IKEA UK and Ireland Country retail manager says: “In a fast-changing retail environment, the opening of this new city centre shop marks an exciting development for the IKEA business as we continue to innovate and transform to better meet the needs of our customers. We are proud that London is the first city globally to pilot this concept, as we aim to be more accessible and bring IKEA closer to many more people.”
He continues: “Urbanisation and inner-city living are trends that continue to dominate the market. By launching this new approach and investing in our online offer and services, we are working to ensure IKEA remains affordable, convenient and sustainable, both now and in the future.”
IKEA says that the strategic move aims locate its stores into the heart of urban areas as a response to the continued growth of the city’s inhabitants and changing customers’ lifestyles. The store will be located on the Mulityork site.
Jane Bisset, IKEA London City Centre market leader adds:“Our new city centre approach brings IKEA into the heart of London and is designed to complement our larger stores and digital offering so customers have a wide range of choices that suit their needs and lifestyles. The Tottenham Court Road shop will give Londoners a relaxed and professional experience in which to plan more complex or large-scale projects in the home, with the expertise and specialist support of IKEA co-workers, alongside a great service package and delivery offer.”
In addition to the new Tottenham Court Road shop, IKEA is currently exploring other locations in London for similar outlets as well as opportunities to test and trial different formats in the city centre. IKEA will also be opening its leading sustainable store in Greenwich in 2019, which will offer a variety of key features to help Londoners live a more healthy and sustainable lifestyle.
Image coursey of IKEA