IKEA to test a new retail format in Britain

IKEA Group, one the leading names in furniture industry has plans to try a new small-format store in Britain. Through this the brand endeavors to extend its reach across the country. It will start by testing this new format at Norwich.The IKEA Group has 315 stores in 27 countries. In addition, there are more than 40 stores run by franchisees outside the IKEA Group.

Gillian Drakeford, the company's UK Manager said that their customers are of the opinion that with 18 stores in the UK, they are not within the reach of IKEA products. Order and Collection Points give brand the opportunity to try new ways of being more accessible to its customers.

IKEA Group already has an established online presence in Norwich. By introducing an Order and Collection Point in this market the brand is hoping to bridge the gap between online and in-store shopping and offer customers a more personal service locally. IKEA will explore slightly different Order and Collection Point formats in selected markets, using this as an opportunity to find out more about how customers want to shop with IKEA in these areas. 

For Norwich specifically, the format will act primarily as a planning studio, where customers will be able to speak with home furnishing experts for advice and support when making more complex purchases such as kitchens or wardrobes. Customers will have the opportunity to touch and test the product range and will be able to collect orders made online or in the store. The Norwich Order and Collection Point will also include a café and will have a limited range of products that customers can take home on the day.