The customer experience of ikea online

Ikea has a clear customer experience planned for all the visitors to its monolithic stores guiding them through the maze of home furnishings in a prescribed order to maximise spend and control the user experience. Ikea also operates online with a website formatted to support all devices with optimised content and a complimentary mobile app that gives digital customers the opportunity to browse the catalogue without having to visit the store. This also saves ikea the overhead costs of having to meet customer need to have the brochure posted creating delivery costs. The web site and application mix a blend of product information with full rooms decorated to present the items in a suggested decor. Much of this drives of replicate the in store experience for the digital customer and give a familiar environment to those using the site. This works well really using omni channel experiences beyond the various digital channels but through digital and in person. Epic joined up thinking.