Trotz anhaltender Schikanen (“Lieferservice bullarbullar: Nie wieder Ikea online!”) meldet Ikea für das Geschäftsjahr 2016/17 stark gestiegene E-Commerce-Umsätze von 304 Mio. Euro (+31%). 40 Mio. Euro davon bzw. 77.000 Bestellungen stammen von Selbstabholern, heißt es in der Jahrespräsentation (PDF), die diesmal mehr Infos zum E-Commerce enthält denn je. Im Konzernbericht (PDF) heißt es zu den Online-Ambitionen:

“IN FACT, SHOPPING ONLINE at IKEA is now possible in most IKEA Group markets, which gives customers the freedom to buy great IKEA products wherever and whenever they choose. This makes the need for outstanding services, as a complement to our product offer, more important than ever.

Last year we took significant steps to focus on what is really at the heart of our business – our customers. We established a new core area, called Customer Fulfilment, with the sole focus on getting home furnishing products from customer distribution centres, central parcel units or stores to wherever the customer is. This includes all the operations in our fulfilment units and how we manage our inventory and allocate our range, as well as perform services by delivering to homes, workplaces and convenient pick-up points and providing assembly and installation of our products.”

“In FY17, we opened eight new fulfilment units – six in Europe and two in the US. We have plans and ongoing projects to open 18 more in FY18, to meet the increase in demand for deliveries direct to customers.

TO FURTHER ENABLE THIS transformation we are increasing our investments so that we can work smarter and think bigger. We are committed to reduce delivery lead times for products, across all our sales channels, whilst maintaining availability and quality at an affordable price. Our goal is to ensure a maximum of three days parcel delivery lead time and five days truck delivery lead time, no matter where our customers live. And we continue to make our home furnishing products and services even more accessible, and reach those who are yet to shop at IKEA.

IN FY17 WE SAW a 21% increase of centrally fulfilled orders due to the rise of e-commerce sales. In the coming years, we believe that our customer fulfilment business will be a true game changer in helping us reach more of the many.”

Zuletzt sorgte Ikea mit der Übernahme von TaskRabbit für Aufsehen:

“In November 2016, IKEA Group started a successful pilot with TaskRabbit and the IKEA stores in London to enable furniture-assembly services by Taskers to IKEA customers.

Once completed, the acquisition would enable IKEA Group to provide consumers and IKEA customers with access to the services provided by the TaskRabbit Taskers. In addition to supporting consumers and IKEA customers in the United States and the United Kingdom, other countries may be added at a later date.”

Während die meisten der ausgewiesenen Kennzahlen hierzulande besser geworden sind, ist die Zahl der “Besucher” gesunken – von 100 Millionen auf 97,8 Millionen (siehe oben). Trotz dreier zusätzlicher Ikea-Häuser.

Zur Steigerung der “Attraktivität der Einrichtungshäuser” hat Ikea daher u.a. die “Etablierung von Virtual Reality Brillen in allen Einrichtungshäusern” angekündigt (PDF).

Ikea Deutschland wird aktuell interimistisch geführt und bekommt zum 1. Januar einen neuen Chef. Wie sich das auf die strategische Ausrichtung auswirkt, wird man im kommenden Jahr sehen.

Frühere Beiträge zum Thema:

• IKEA wächst im E-Commerce auf 233 Mio. Euro (+22,7%)
• Strafe muss sein: Wie IKEA seine Online-Kunden schikaniert
• Wo stehen XXXLutz und IKEA im Online-Handel 2015/16?

Kategorien:Home & Living