IKEA launches an application to develop an omnichannel marketing approach in India

Swedish retailer IKEA has launched its mobile app 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 will surely expand the target audience of the brand and develop its brand presence in the country.

People residing in the cities of Mumbai, Pune, Hyderabad, Ahmedabad, Surat and Baroda will access the application. Currently, the application houses more than 7,000 home decoration products. IKEA is looking to adopt an omnichannel approach in India to establish greater penetration in various market segments in the country and the application is a move in that direction. This approach will be integrated through a combination of large IKEA stores, smaller stores in the city center, and online platforms.

“We are now one step closer to improving every day with our on-the-go e-commerce service,” Kavitha Rao, IKEA India Country Business Manager, emphasized this point in her statement.

The Swedish company’s app features vivid options for an optimal user experience including product recommendations, ratings, reviews, and an easy search and navigation experience. The food recommendations will be personalized and will depend on the interests that one represents, as well as their purchases. The entire experience is curated in a way that simplifies the purchasing process for an individual and ensures a smooth process.

Rao also added that, “health and safety are a priority for us and therefore the launch of the IKEA app is another point of contact to make home furnishings accessible to many people and ensure that customers they can buy safely from their homes “

A unique feature of the app is one where a customer can add products to their shopping list while browsing the products in the IKEA store. The process is further simplified with a built-in barcode scanner accessible in the application that will help the customer to obtain more information on the construction, measurements, materials used and the like for any of the products they wish to purchase.

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

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