The document discusses IKEA Russia's online channel as an integrated part of its omnichannel ecosystem. It notes that the online store launched in 2017 and its sales share has doubled to around 20% in 2020-2021, with IKEA Russia ranking 13th among online retailers in Russia. It also provides examples of how IKEA uses its omnichannel approach through services like click and collect, pickup points, and scan to join their loyalty program. Statistics are presented on IKEA's brand awareness and the purchasing behaviors of visitors to their online apartment inspiration website.

1. Online channel as integrated part of omnichannel ecosystem
Presenting by Natalia Lashkova,
Country ecommerce integration manager

2. • Customer centric
• End-to-end seamless journey
• Sinergy of channels and meeting
points
• Mindset
Being omnichannel…

4. ©
Ingka
Holding
B.V.
2020
4
©
Inter
IKEA
Systems
B.V.
2020
Some facts:
2000 - IKEA Russia birth year
2017 April - online store launch
2020-2021:
-Online channel sales share ~20% (doubled
compare to 2019)
-№13 place at TOP100 ecom Russia
-3 offline CMP opened (2 city stores + design
studio)

5. Omnichannel
examples

6. Traffic light

7. Remote
planning
services

9. Click n collect from IKEA store

10. Pick Up Points

11. Scan it and join IKEA
Family now!
Omni Personal profile

12. 100+
trigger programs
supporting different stages
of customer journey

14. of Russians are living in
mass-produced apartment
buildings
88 M. 19%
of consumers who know
IKEA are aware of the
Kvartiroteka
61%
of Kvartiroteka visitors
have made a purchase in
IKEA

16. Omnichannel meeting the customer

17. TACK!
“Most things remain to be done.” I.K.