Ikea will reorganize the warehouses of its Belgian e-commerce stores. Since the pandemic, the brand has seen its online sales more than double.
When the coronavirus crisis hit, IKEA stores had no choice but to close, forcing customers to turn to online sales. People wanting to update their interiors rushed to buy furniture from the Swedish brand, which caused some hiccups in the Ikea organization (parcels weren’t delivered or were several days late, customer service was inundated with calls).
However, IKEA has managed to raise the bar and develop it Online sales. During the 2021 financial year, it doubled to €221.7 millionIt represents 22.65% of the sales volume.
Stores will retain the same sales area, but warehouses will be reorganized to allow for more efficient and faster parcel preparation.
This growth prompted IKEA to change course and Rethink your e-commerce. The channel announces it Packages ordered online are now available in storessuch as closing time due to the epidemic.
Stores will keep an extension Same area of salebut the Warehouses will be replenished In order to allow packages to be prepared more efficiently and quickly. Thus some stores will be expanded to allow these logistics services.explains Columbine Nicolay, an IKEA spokesperson. “It is also necessary to bring packages closer to customers, because We want to increase our shipments of electric vehiclesshe continues.
Delivery by electric vehicle is not yet possible from the brand’s large warehouse in Genk. though, Ikea also wants to make Genk an e-commerce site, especially for larger itemsLike kitchens. Small parcels, such as a bed or a table, will be prepared in stores.
Cheaper and faster
Ikea’s e-commerce plans can go through the hiring process, but the intention is that Work as much as possible with existing employees. Columbine Nikolai asserts, however, that Night work is not on the schedule.
This new strategy is part of the parent company’s plans, Ingka, which planned to invest 3 billion euros in e-commerce. UK stores will benefit from a third of the amount. The size of Ikea’s investment in Belgium is unknown.
“Behind the scenes, we have some catching up to do in practice,” said Tolga Onko, of Engka Group. If we involve stores in last mile delivery (home delivery), we create a win-win situation. Delivery is faster, cheaper and with less carbon dioxide emissions.”