Point of departure
IKEA has been living a success story for sixty years that comes, fundamentally, from a business model based on a process of collaboration with the customer, in which the customer himself is willing to carry out a part of the process to obtain a more competitive price.
Today, technology, the digital world and what it entails, make up a new type of customer with new demands, which also affects their relationship with the company. From this perspective, the customer experience was analyzed and it was concluded that purchasing processes and times could be intense and complicated. The barriers in the processes, increased with multichannel, forced to look for solutions different from the traditional ones.
A department was selected - specifically, the kitchens, since the purchasing process was a barrier for the customer - to begin introducing the first changes.
A new sales model was developed, through the previous appointment, with which the client, through the website, could make an appointment in the store of their choice and was awarded the figure of a personalized advisor who was in charge of accompany you throughout the process and phases of the purchase. Thanks to the previous appointment, the client obtained 2h. of time of a specialized seller according to the availability of seller and buyer schedules. Likewise, for a small added cost, the client could request an appointment at home that included 3 hours. advisory.
The average kitchen ticket increased substantially, thanks to a sales process that included more personal advice and guidance during the process.
It was achieved that the client will gain confidence by better integrating into the dynamics of IKEA with the support obtained, resulting in greater and better satisfaction in a historically complex area with barriers, given the particularities and difficulties of the kitchen purchase process.