Embracing the digital opportunity

Consumer needs and expectations are changing, which means Ingka Group needs to change too. We’re developing our capabilities to better meet our customers in a digital world.

We are on a journey to transform IKEA and reimagine our future, expanding beyond our current reality with new touchpoints and evolving our existing ones. From better digital services and new store formats to enhancing our traditional stores, we are creating an even better IKEA to serve more of the many people.

We have countless opportunities to realise the potential of IKEA digitally, and everything we do starts with the customer, and their dreams and needs. By being more digital, we will create seamless, personalised customer journeys, and make IKEA available in whatever form they want, whether that’s in the city centre, online or in the store. We will create unique IKEA experiences and services online in the next three years.

We are modernising the way we work. We will use data and automation in smart and responsible ways which will allow our co-workers to spend more time on creative and value-adding activities. It is about getting accurate, high quality, timely and accessible data and self-serve digital tools in the hands of our co-workers anywhere, at any time. We believe this will unlock the real potential in all of our co-workers. We will also provide tailored workplace experiences supported by high-performing and flexible digital tools that support co-workers in their daily work. This will enable all of us to better meet our customers.

For our digital transformation to be successful, it will be at the core of everything we do, and embedded in every unit. I see many opportunities. We are putting a team in place to support the movement towards digitalisation, as it’s so important that we involve the many co-workers in this transformation.

"Instead of asking customers to come to our stores, we will make IKEA available in whatever form they want, whether that’s in the city centre, online or in the store."

Barbara Martin Coppola

"Instead of asking customers to come to our stores, we will make IKEA available in whatever form they want, whether that’s in the city centre, online or in the store."

Barbara Martin Coppola

We’re working on three important initiatives. First, there’s a new app, which is all about giving the customer a great mobile experience. We’re at an exciting phase of exploration and will share more details in the year ahead. Second, we are redesigning our web interfaces to offer the customer a great, personalised experience. Third, we will enable our stores to be fulfilment centers allowing fast and cost efficient deliveries through digital architecture and solutions.

Convenience has to be at the core of our offer, as this is what the customer expects. In the future, I think we will also offer more services. We already have initiatives around assembly and delivery, and we will expand our offer to a wider set of solutions that will make our customers’ lives at home that little bit better.

We will tap into the rich knowledge of life at home that we have after our 75 years and put it in the hands of the customers. There is a real wealth of information, so imagine the magic we can create by using this knowledge to meet customers on an individual basis. We want to create truly relevant, personalised experiences for the customer when they engage with us, however they choose to do that.

People are at the heart of this digital transformation. Our customers and co-workers will playa big part in realising these plans, as we co-create the new IKEA together. We will change for the better in the next three years, and we are all really excited to take the next step on this digital journey!

Barbara Martin Coppola
Digital Manager, Ingka Group