Delivery, checkouts, stores… Ikea makes it easy to use
It is a guiding thread for the brand, materialized by a green line that runs through the Reims store, illustrating Ikea’s desire to accompany its customers towards a healthier and more sustainable way of life and to make its own eco-revolution.For this major project, France is serving as a pilot country for the Swedish giant, as it did last year with the opening of the Madeleine store in the heart of Paris, and next year with the opening of the Rue de Rivoli store, which will sell only decorative objects.
This big green line connects environmentally friendly products such as water-saving mixers, a kitchen made entirely of recycled plastic, jars for bulk food, chairs made of certified wood, and more…. It also connects video screens showing the people who make them, such as those Indian weavers in the carpet department, whose living conditions have been improved thanks to the multinational company.On the other hand, no “Made in France” is displayed, nor a tricolour flag in sight in the kingdom of kit furniture, whose low prices remain a powerful selling point.
In Reims, Ikea’s commitment to the planet also includes the resale of second-hand furniture presented in the Circular Hub, a space set up near the checkouts.Simply send the site a photo of your Klippan sofa, for example, with a rough estimate – like new, good condition, heavily used – to receive an estimate, before you bring it in.When the piece of furniture is sold, the customer receives a voucher from the store.” It’s the old “La bonne trouvaille” space that has been enlarged, explains Pierre Deyries, the director of sustainable development.There will soon be workshops to learn how to customize furniture, make new ones, create cardboard accessories or even learn how to recycle.”
Ikea had been groping the subject for almost ten years without daring to take the plunge.The organization of a second-hand market was almost heresy for the furniture distributor, just like e-commerce at the beginning of the Internet, which was considered deadly for its stores.The Swedish giant’s obsession for half a century has been to attract as many customers as possible to its big blue boxes on the outskirts of cities.Last year, despite the explosion of online sales, 60 million visitors made the trip to France.And accessibility, regardless of the sales channel, is now the key word in the face of protean competition. Even furniture rental is being tested in Switzerland, Sweden, the Netherlands and Poland.