IKEA comes on wheels to Mumbai
By M4G Bureau - November 28, 2019
A mobile truck with functional and furnished rooms provides Mumbaikars the ability to touch, feel and be inspired with IKEA products and solutions
IKEA, the world’s leading multi-channel home furnishings retailer launched 2 trucks to offer Mumbaikars exciting concepts-based on affordability, accessibility and sustainability for families and children. Themed with concepts ‘Sustainable living (with Kitchens)’, and ‘Living with children', the trucks will be in Mumbai, one based in Utopia City, Worli (Kamala Mills) and the other travelling to various points between South Mumbai and Western Suburbs. With a total of four trucks based on four different concepts, IKEA received great response for the first truck themed ‘Create Space’ which showcased IKEA’s affordable and multi-functional home furnishing product solutions in the month of August 2019.
IKEA will also be holding various activities to engage with IKEA family members as it looks to scale its home furnishings offer and expertise, as an example ‘Come and do some DIY with us’. Mumbai can meet IKEA in Utopia City for the next 45 days and keeping with the festive season, the Christmas range is also displayed on the trucks.
Speaking about the IKEA on Wheels, Jaxa Gohil, Store Manager, IKEA India said, “As a part of our one market approach, offering IKEA solutions both online and offline is a priority for us. Mumbai is a significant market for us, one of the Top 30 cities globally and our biggest investment in India with warehousing, ecommerce & stores. While we launched our online store for Mumbai recently, ‘IKEA on Wheels’ will primarily help the many Mumbaikars touch, feel and experience our home furnishing solutions, they provide the many people with ideas and inspirations to reimagine their homes with a touch of IKEA!”
The ‘IKEA on Wheels’ trucks were flagged off in presence of IKEA co-workers and customers and while it displays physical offerings from IKEA, most of the products can be ordered online. It also offers a chance to potential customers for gaining personalized assistance from IKEA’s Life at Home experts, travelling along with the trucks.
IKEA wants to reach the many people with thin wallets. As it sets a goal to reach 100 million people in the next 3 years, the foundation for a strong and relevant offer is affordability and accessibility.