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IKEA Launches App To Build Omni-Channel Marketing Approach In India

| Published on May 29, 2021

Swedish Retailer IKEA has launched its mobile application in India which will be available on both platforms — iOS and Android. In a situation where the country is reeling in the second wave of the pandemic, this application is sure to widen the brand’s target audience and build on it’s brand presence in the country.

The app will be accessed by individuals residing in the cities of Mumbai, Pune, Hyderabad, Ahmedabad, Surat, and Baroda. Currently, the application hosts over 7,000 home furnishing products. IKEA is looking to adopt an omnichannel approach in India in order to establish greater penetration across diverse market segments in the country and the app is a move in that direction. This approach will be integrated through a combination of big IKEA stores, smaller city-centre stores, as well as online platforms.

“We are now one step closer to making every day better with our on-the-go e-commerce service,” IKEA India’s country commercial manager, Kavitha Rao emphasized this point in that statement that she made.

The Swedish company’s app features vivid options for an optimal user experience which includes product recommendations, ratings, reviews and an easy searching and browsing experience. The feed recommendations will be personalised and dependent on the interests one depicts as well as their purchases. The entire experience is curated in a manner that simplifies the purchasing process for an individual and ensures a smooth flowing process.

Rao also added that, “Health and safety is a top priority for us, and hence, the launch of IKEA app is another touch point to make home furnishing accessible to the many people and ensure customers can shop safely from their homes”

A unique feature of the app is one wherein a customer can add products on their shopping list whilst browsing through the products at the IKEA store. The process is further simplified with a built-in barcode scanner accessible on the app which will help the customer gain more information regarding the build, measurements, materials used and the like for any of the products that they wish to purchase.

IKEA first launched its store in India in August 2018 in Hyderabad. The brand further went on to grow its online presence through the digital store launched in the cities of Mumbai, Hyderabad and Pune in 2019. Its second store was launched in Navi Mumbai last year which has helped the brand build it’s presence across all digital platforms. The app launched will further facilitate the brand’s reach deeper into the country.

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