IKEA launches new digital tools

IKEA has unveiled two new digital tools. Utilising retail tech, the company has launched a Gift Registry and an in-store App Checkout.

“Customer behaviour is always changing and we are constantly looking for innovative ways to best meet our customers at IKEA,” said Giovanni Rutigliano, Country Digital Manager, IKEA Australia. “We know our customers want to shop faster and more efficiently in-store and online. We’re excited that our new digital launches, the Gift Registry and the in-store App Checkout, will make the shopping experience simpler and more exciting, whether it be enabling a super-fast checkout or organizing for a gift giving event”.

The Gift Registry is an Australia-first digital service, allowing customers to create and share wish lists amongst family and friends. Launched in the US in 2017, the Gift Registry function is now available for Australian customers. The Registry allows gift receivers to choose individual items or even entire rooms from IKEA’s catalogue to list for gift givers to purchase for them.

Alongside this, the retailer has announced the national launch of its App Checkout. Following a pilot programme in Queensland over the past year, IKEA has implemented the feature in all ten Australian stores. The feature is a digital extension of the IKEA mobile app. It allows customers to scan products directly on their phone as they are walking through the store, placing the items in their trolley or bag. They then scan the QR code and pay at the dedicated mobile checkouts on the way out.

IKEA has invested in ecommerce this year, announcing in May that the retailer Ingka Group is spending 3 billion euros through 2023 on new and existing stores on a global scale. According to Reuters, much of this money is set to be spent on modifying its trademark out-of-town outlets so they can double up as ecommerce distribution centres. While the digital tools unveiled in Australia are already in place on a global scale, the next year should see more updates as the company invests in retail tech and ecommerce strategies.

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