IKEA A Look Inside: Volati
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A Look Inside:
IKEA
MY LOVE FOR CANADA STARTED LONG AGO
WHERE IT ALL BEGINS
AN IKEA OVERVIEW
OUR VISION
“To create a better everyday
life for the many people.”
WHO WE ARE • We want to create a better everyday life for the many people. • We want to be more accessible for the many. • We want to take leadership on important issues like climate change. • We believe that sustainability is not a luxury. • We want to make a difference in our communities.
CANADIAN OUTLOOK
IKEA IN CANADA
IKEA Canada
12 stores
6 Pick-up and Order Points
1 eCommerce Virtual Store
4889 co-workers
THE NUMBERS FY 15 FY16 +10.4% +18.8% $1.795 billion $2.120 billion 9.2% 10.5% 100 million visitors 113 million visitors
LEADING WITH THE LOWEST PRICE
PRODUCT DEVELOPMENT
DESIGN FOR EVERYONE • Democratic Design • The Leader in Life at Home • Designing high quality, affordable furnishings
OUR PEOPLE • 4889 co-workers • 54% are female • 56% of leaders are female • 36 years – longest standing co-worker • 195,000 visits to ikea.ca/careers in FY15
A GREAT PLACE TO WORK
PEOPLE + PLANET • A more sustainable life at home • Resource & energy independence • Better life for people & communities
TACKLING CLIMATE CHANGE • IKEA major supporter of COP21 • We are committed to tackling climate change by: o 100% renewable energy o ALL in with LED o $100B investment
€ 1 Billion TOWARDS CLIMATE ACTION
100%
ENERGY INDEPENDENCE IKEA Wind Farm, Pincher Creek Alberta
EV CHARGING STATIONS
SUSTAINABLY SOURCED COTTON
SUSTAINABLY SOURCED SALMON
GOOD CAUSE CAMPAIGNS
$90 million
Raised since inception
$14 million
Raised in 2015IT TOOK 40 YEARS TO BUILD 12
STORES…AND NOW WE WILL
DOUBLE IN SIZE OVER THE
NEXT 10 YEARS.BECOMING MORE ACCESSIBLE • Pick-Up and Order Points • New shopping and delivery offerings • Expanded online options and increased range • New distribution centre
• St John’s • Halifax • Moncton • Quebec City • Sherbrook • Whitby • Markham • Mississauga • St Catharines • Kitchener • London • Windsor • Regina • Saskatoon • Kelowna • Victoria
What is multi-channel?
Shift Happens Video https://www.youtube.com/watch?v=PcZg51Il9no
Today
Think about the
implications of
multichannel on IKEA
and about the
uniqueness of IKEA
in a multichannel
environment1856 - 1915 American writer, publisher, artist, philosopher
The world has changed…
…and continues to change
How wrong can you be…
"I think there is a world market for maybe five computers."
Thomas Watson, chairman of IBM, 1943
"There is no reason anyone would want a computer in their
home."
Ken Olson, president, chairman and founder of Digital Equipment
Corp., 1977
"640K ought to be enough for anybody."
Attributed to Bill Gates, founder of Microsoft 1981Uni Cross Omni Multi-channel
Customers don’t think in channels
So, what is multi-channel anyway?
A TRULY SEAMLESS EXPERIENCE...
Customers device is Customers is Customers receive
detected when they seamlessly and highly relevant content
enter the store securely connected to and services based on
wi-fi network their preferences,
profile and locationCanada Post Video https://www.youtube.com/watch?v=kAL_Y3Gfdyg https://www.youtube.com/watch?v=k AL_Y3Gfdyg
We are in the middle of a customer driven revolution
SHOPPING ATTRIBUTES
Store Online
• Instant ownership • One-click shopping
• Touch & feel • Price comparison
• Store experience • Peer reviews/recommendations
• Shopping with friends • Suggestive selling
• Store associates • Unlimited options
Joint
• Ideas & inspiration
• Exclusive products & bargainsMulti-channel Chapters/Indigo
requirements
Why are prices different in-
store?
1. Price consistency across channels
When you purchase items online,
2. In store – locate out-of-stock item we ship directly from our
and get it shipped home warehouse to you. That means we
can bypass the significant costs
3. Track order status associated with maintaining the
store experience you love and pass
4. Consistent assortment across those savings on to you.
channels
In-store, you’ll find our price will
5. Return online purchases in store match or be lower than the
publisher’s list price.
6. Consistent contact across channelsMILLENIALS ARE DIFFERENT
Millennials are different • Connected completely 24/7/365 • More comfortable with mobile shopping • Value peer reviews • More likely to seek info before purchase • Instant ownership less important • Touch & feel less important
Disruptors
Uber X Uber Prestige Uber XL Uber Taxi Uber SUV Uber Black Uber Hop Uber Pool Uber Eats
“Uber is stepping into the food delivery business in Canada, a move that could lead to the controversial digital ride-sharing service expanding further into shipping same-day orders for other retailers”. – The Globe and Mail
Amazon Bricks & Mortar Video https://www.youtube.com/watch?v=8osja2YInlE
WHAT DOES IT MEAN TO BE A MULTI-CHANNEL RETAILER?
WE ARE ALREADY MULTI-CHANNEL TODAY Store eCommerce CSC Catalogue IKEA Family Shopping Social MFLU Click&Collect Pick Up & App Media Order Point
The IKEA Retail Journey
WE ARE
HERE
PHONE
ORDER
eCOMMERCE
55The World is Changing – and Changing Fast!
Digitalisation: A third industrial revolution
By 2020,
there will be
around
30 billion
wirelessly
connected
objects in the
world
56The World is Changing – and Changing Fast!
Digitalisation: A third industrial revolution
The number of
people using
mobile phones
will reach
6 billion, nearly
80% of the
world
population in
2020.
57The World is Changing – and Changing Fast!
Digitalisation: A third industrial revolution
4.7 billion
people will
access the
internet,
primarily
through their
mobile
devices.
58Number of Customer Interactions with IKEA
VISITS/YEAR TO THE STORES
771 MILLION 1.3 BILLION
VISITS/YEAR TO THE WEB
1.9 BILLION VISITS 4 BILLION VISTIS
CUSTOMER MEETINGS THROUGH CUSTOMER SUPPORT CENTRES
20 MILLION 50 MILLION
FY 2015 2020
59OUR STRONG FOUNDATION • 771m visits to 370 stores in 52 countries • 40 shopping centres • 25 retail parks • 25 e-commerce countries • 25 support centres • 1.9 billion visits to ikea.com • 225+ million catalogues
A unique range with a great value proposition appealing to the many people around the world with thin wallets
Clear positioning objectives where the many individual people see us as a unique, meaningful and trusted brand, company and employer
A clear and ambitious
long-term direction
together with the financial
resources to implement
our plansAnd yet…
TOO OFTEN WE DISAPPOINT OUR CUSTOMERS Poor execution Slow to respond to trends Stores are often not accessible Online range too small Systems are close to end of life Policies are not always customer friendly Procedures don’t always add value
To a glorious future…
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