Ikea rolls out convenience store concept in London

Ikea has introduced its Order and Collection Point store to Westfield Stratford City in London, opening a 900m2 retail space in the shopping centre.

The convenience store concept was first trialled by Ikea last autumn, when it opened one in Norwich in order to save customers from having to journey to large out-of-town stores.

Since then, it has opened a further three Order and Collection Points, but the Westfield Stratford City site is its first one in a UK shopping centre, and in London.

“Planning studio”

Designed as a “planning studio”, the concept is intended to support customers’ shopping experience by “giving them a convenient opportunity to engage with Ikea co-workers and ask questions, touch and feel the products and get ideas and inspiration,” according to Ikea.

In addition to popular room sets on display, the store also offers a selection of “market hall” items to buy.

Home delivery or collection

Customers can then order from the store’s online range for home delivery or collection from the store itself.

Ikea Westfield Stratford Order and Collection Point manager, Mirco Righetto, says: “Customers in the region shop with us online but they have to travel to other London stores to see the range or get advice from our co-workers.”

“Ikea Westfield Stratford City Order and Collection Point will be easy to access by public transport, something that we know is important to many customers who live in London.”