Hans Gårlin Project Management Office Manager

IKEA Svenska Försäljnings AB

THE IKEA VISION

TO CREATE A BETTER EVERYDAY LIFE FOR THE MANY PEOPLE.

Our business idea is to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

OUR VALUES

• Togetherness

• Caring for people and planet

• Cost-consciousness

• Simplicity

• Renew and improve

• Different with a meaning

• Give and take responsibility

• Lead by example

SERVING TODAY’S CONNECTEDCUSTOMERS AS A MULTICHANNEL RETAILER

• We want to build strong relationships with customers whenever and however we meet them.

• We are moving forward with an even greater focus on innovation and development to meet customer needs in new ways.

• What customers really want in order to have a better everyday life, is the vision of our business.

• E-commerce is becoming increasingly important.

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WE ARE PREPARINGFOR THE FUTURE

BARSÖTrellisSEK 299

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. 2017SOCIO-DEMOGRAPHIC INDICATORS SHAPING THE HOME FURNISHING MARKET

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4. Connected nomads

2. Urban pressure

5. Born in the future

6. Sharing economy

1. Servification

3. Consumers are kings & queens

Sources: MPP, Kairos Future

Offering services rather than products – assembly, maintenance, updates, repairs, refills, financing and monthly fees & offerings are the business model.

Urban areas are under pressure. People are constantly seeking for more time-efficient ways to move and therefor the transport systems are reshaping.

The power of distribution shifts to the consumers. The buying decision is increasingly often made outside the store – the experience in store inspires and confirms.

Connected people act as nomads, living their life anywhere. On the go is a more common state, and the feeling of home something that has to be felt in different places. If you are not on my way, you are out of my reach.

The new generation are the most knowledgeable in technology, they demandintegration of e-commerce and will not require goods on hand in the same way.

By sharing, swapping, reselling and renting the consumer reduces risks in today’s uncertain society. The burden of ownership becomes smaller and also connects strongly to sustainability, practicality and values.

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THE UNIQUENESS OF SWEDEN

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Sweden

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Customers appreciates that products and services are customized and packaged to make the their life easier.

Customers demand to become smarter, entertained and more knowledgeable when shopping.

Retail is adapted to available space in the urbanized areas and not vice versa.

The buying process is taking place anywhere all the time with strong consumer interaction. Less and less in the physical stores.

Price and availability as primary criteria in retail. Consumers want to pay for attractive products but seldom for expensive distribution or retail.

1. My easy choice

2. Stores beyond shopping

4. Shopping beyond stores

5. Low cost retail

3. Format frenzy

Sources: MPP, Kairos Future

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. 2017IKEA PERFORMANCE

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Coworkers

Customer experience

Positioning

CSR

Quality

The offer

Accessibility

Fulfillment

Growth and long term profitability

Market Consumer segment Range Channel

Competence, organization, role of future coworker, automatization, consumer interaction, Workplace/homevisits, war of talent, passionate brand ambassadours

Servification, no online/offline just retail, cocreation, education, entertainment, beta-mode, instant gratification, connected nomads

How to create percieved high quality throughout, which building blocks?

Close at hand, at heart, in mind, retail formats, hazzlefree, energysaving

Expectation, hygiene factor/growth driver, in everything we do

Whats considered, the equation, servification

Last mile challenge, increasing expectations, car access declining, …….

Loyalty, love, top of mind, reach

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MEETING THE NEEDS OF AN AGING POPULATION

• Customer Support Center

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CUSTOMER SUPPORT CENTER

1,5 MILLION CONTACTS PER YEAR

OPEN:

WEEKDAYS 8.30-20.00

WEEKENDS 9.30.18.00

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MEETING THE NEEDS OF AN AGING POPULATION

• Extended service offer

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MEETING THE NEEDS OF AN AGING POPULATION

• Smaller and closer formats

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. 2017IKEA Kök enables us to connect the IKEA range, available by home delivery, with a personal meeting with our co-workers.

This takes place in the city centre of Stockholm, where many of the many people live and interact, often without access to a car or the ability/willingness to drive.

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MEETING THE NEEDS OF AN AGING POPULATION

• IKEA Omtänksam

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To make life at home even easier and more comfortable, IKEA soon launches a new collection.

The collection has been developed by IKEA together with healthcare professionals, ergonomics and physiotherapists.

The products are designed for the elderly, for families with children and for people with disabilities. Or for anyone who wants more comfort in the everyday life.

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IN SUMMARYMEETING THE NEEDS OF AN AGING POPULATION

• Customer Support Center• Extended service offer• Smaller and closer formats• IKEA Omtänksam

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QUESTIONS?

Tack