IKEA is the world’s largest furniture retailer, with over 300 stores and franchised units in 42 countries. IKEA Greece continues to invest in digital with ATCOM as its strategy and technology partner, aiming to develop its business, optimise customer experience and unify its brand presence across channels. ATCOM, within its ongoing 5-year-long partnership with the company, redesigned and replatformed on Netvolution 5.5 the IKEA e-shop in Greece, Cyprus and Bulgaria.
To structure the e-business strategy and process, ATCOM applied a Design Thinking approach, aiming to empathise with users and gain a holistic understanding of customer behaviours and motivations. The User Research’s results were paired with critical insights about usability heuristics, best practices, competition and web analytics of IKEA’s previous website, derived from ATCOM’s Expert Usability Review, generating the planning and prototyping; a procedure continuously validated by user testing.
The redesigned ikea.gr places great emphasis on the structure and hierarchy of content, resulting in a streamlined, intuitive and consistent navigation on all devices. IKEA’s product offering is highlighted through a new categorisation, making available various alternative navigation paths to users. The homepage is well organised and enriched with new content zones, product pages are upgraded and optimised for user interaction, while checkout it compact and uncluttered, with guest checkout options always available for faster transactions. Finally, the new ikea.gr fully incorporates the IKEA family loyalty programme, generating a unified, single account for every user and eliminating the need for a separate log in for IKEA family members.
Netvolution 5.5’s advanced features and e-commerce functionalities provide flawless performance and stability, with optimal third-party interconnections ensuring a seamless purchasing experience and secure online transactions. Web administrators can easily configure the order flow and manage product prices, coupons and offers by applying dynamic rules, while content editing is now smoother than ever, through Netvolution’s smart editing and asset management tools. At the same time, the site’s infrastructure supports the continuous integration of future extensions, developments and a plethora of Business Intelligence, marketing and CRM tools, proving the website to be a vital component of a truly IKEA Omnichannel strategy.
Moving forward with the modernisation of IKEA’s digital channels, the upgraded IKEA app will be launched soon – stay tuned!