In-store and from-store fulfilment has been one of the biggest trends of 2018, with everyone from Zara, Monsoon and Waitrose reaping the rewards of using their bricks and mortar store network as a key component of their fulfilment strategy.
Now, as the trend gains momentum, Ikea – owner of one of the biggest retail estates in the world – has announced ‘a big focus …on the improvement of our lead time’ made possible through increased use of its store network.
With an intention to roll out ecommerce across all of its markets, the retailer – never famed for its delivery proposition – hopes to use its stores, ideally situated on the outskirts of major cities and urban area, to enable same and next day fulfilment.
As Barbara Martin Coppola, Chief Digital Officer for Ikea says: ‘We want to make it easier for our existing and new customers to access IKEA when and how they want. By combining the physical with the digital we will be able to create a more convenient and unique experience for our customers.’
It’s going to be interesting to see the impact that (lose of before that) focusing on fulfilment has on the brand’s bottom line and its ability to convert new audiences. Our guess is that Ikea’s move will ensure its sector leadership into the 2020s and beyond
Our guess is that Ikea’s move will ensure its sector leadership into the 2020s and beyond.
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