In September, Ikea is going to open its first “Plan & Order Point” in the Benelux. The concept consists of a small showroom of only 650 sqm. In Belgium, Ikea is expanding its kitchen team to support its lofty ambitions.
Small store for major purchases
In the new concept, Ikea employees help customers to design different rooms in their home and place more complex orders. A selection of accessories is also on sale. The concept is mainly for those looking for kitchens, wardrobes and storage systems.
“The launch of our first Plan & Order Point marks another step in Ikea’s omnichannel strategy. In doing so, we are focusing on improving accessibility for consumers and accessibility for people who currently do not have an Ikea store nearby. We notice that our customers need tailor-made advice when making important purchases, such as kitchens and wardrobes”, commercial director Annemarieke Jansen explains.
Seeing increasing demand for home deliveries, Ikea is investing heavily in improved shipping and delivery services in the Netherlands. Pick-up points are also becoming increasingly efficient. The retailer’s ambition is to open more Dutch Plan & Order Points in the coming years.
Potential in kitchens
Ikea is also betting on large purchases and customisation in Belgium: to strengthen its leadership in the Belgian kitchen market, the retailer is expanding its kitchen team by fifty employees to over 260 . Their tasks do expand as well: for instance, customers can now request an online meeting for advice and can also have measurements taken at home.
The expansion and new services put Ikea Belgium further on track to double its turnover from kitchen sales by 2025 compared to 2022. This ambition is specific to Belgium, as the company still sees a lot of growth potential in the Belgian kitchen market.
