Ikea. The end of the mandatory customer path?
Recent results say a lot about smart strategies from Ikea, which managed to limit Covid-19 losses last year (retail turnover of €35.2 billion, down by 4%). At the beginning of January 2021, the world’s leading furniture manufacturer launched a new independent showroom at Jurong Point in Singapore. This was in partnership with Livspace, India’s digital platform for interior design and renovation. Covering 65 sq.m., this planning studio is laid out as a three-room flat with a kitchen, living room and bedroom. Entirely dedicated to project design and e-commerce, there are new services for customers, including advice on interior design and even 3D of your interior using virtual reality via QR codes. Aiming to simplify interior design, Livspace created a platform bringing together private individuals, suppliers and craftsmen in the home sector.