Ikea allows mobile shopping through revamped app

Ikea has redesigned its app to introduce mobile shopping as it targets shoppers reluctant to trek to its network of out-of-town stores.

A key component to converting online browsers to shoppers is the new tool that allows users to visualise how products could look in their own homes.

Consumers input their own specific room dimensions, tastes and needs to view products best suited to their needs. Those items which prove to be the best fit can then be purchased directly.

Barbara Martin Coppola, Ikea’s chief digital officer, told Reuters: “It is a completely new experience. The app is combined with the store experience, with the online experience.”

At present remote shopping can only be conducted in this way using the Ikea website, with the app itself restricted to listing products without reference to individual requirements.

The new look app will make its debut in France and the Netherlands initially before rolling out to the retailers eight largest markets, including the US, China and Germany, by the end of the year.

Ikea is also exploring options for a furniture subscription service as it courts millennials seeking cost-effective leasing deals.