Anna

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That said I want my damn money back and to be compensated for my time and interest on my loan to IKEA! I waited a week before anyone contacted me to redeliver. Thankfully the things that they were buying were so out of character for my buying habits that it flagged the account. If you have subscribed to one of our newsletters, details like name and e-mail address will be made available to our e-mail service provider for single usage.

Some Glaciers move faster than that! This was not a complicated piece of furniture to assembly, they just made very difficult. Got through after around 32 minutes wait.

Anna

A scene from IKEA's Hej HOME experience centre in Forum Mall, Hyderabad. After years of speculation, Swedish furniture giant IKEA has finally made its first official step into Indian retail by offering a preview in Hyderabad. The effort aims to give a taste of IKEA to the Indian consumer before they can actually buy at the store when it opens in Spring 2018. The outlet will have a longevity of six months, and by that time, IKEA will open its first original store. For the next six months, different workshops and interactive sessions have also been planned for visitors, including home improvement topics and cooking sessions. L to R: Jayesh Ranjan, IT Secretary Government of Telangana; John Achillea, Managing Director, IKEA Telangana, India; Christian Kampe, Sales Manager, IKEA, India; Patrik Antoni, Deputy Country Manager, IKEA India and Ulf Smedberg, Country Marketing Manage, IKEA India, at the opening of Hej HOME on Wednesday. YourStory had a detailed chat with the people who call the shots at IKEA in India to find out what their strategies are for the Indian market. Long-term effort Since 2012, IKEA team in India has been doing wide research — including 800 house visits in cities across the country such as Hyderabad — to understand the needs of Indian consumers. At present, they have a 300-member strong team in India; but in three months there will be 900 members as they need more staff in the stores. IKEA has 403 stores in 49 countries with a 1,94,000-member strong workforce. We find that Indians are very proud of their homes, as they are of their family, food, and children. All these aspects are very close to IKEA. So, we have better and quicker starting point in India than in other markets. He has observed how the consumer behaviour has changed over the last few years. Like many startups in online furniture sector that have come up in the past five to six years, IKEA will also introduce VR and AR — you can take a photo of your home and see whether the IKEA sofa will fit there. Although this is their global strategy, Ulf declined to say when exactly this will happen in India. However, Patrik Antoni, Deputy Country Manager of IKEA, India, specified that it would be via ikea. A scene from IKEA's experience centre in Hyderabad. Role of the state IKEA has such experience centres in Japan, China, and South Korea too. It will launch Hej HOME in other cities where it plans to enter with larger stores. After Hyderabad in the spring of 2018, it will be Mumbai in 2019, followed by Bengaluru and Delhi NCR. But why Hyderabad to begin the journey? Patrik says that IKEA has its initial focus on five cities — Hyderabad, Mumbai, Bengaluru, New Delhi, and Chennai. Telangana government was the most cooperative. It was supportive in the whole process — by explaining the rules of the state, helping us find land, and in ensuring that we get a good head start. Localisation is the key Localisation is for solutions, not products, as far as IKEA is considered. Understanding the local market is crucial for success. People live differently in India. For instance, laundry is mostly done on the balcony so washing machine is also kept there. In Sweden, it is in the bathroom while in Portugal it is in the kitchen, and in the hallway in Russia. According to Patrik, it is not tailor-made products that are needed but tailor-made solutions. We are approaching the market on a need basis. For marketing too, IKEA will move with local language in print and TV, in addition to online route. Introducing a new model Following Flipkart and Ola, US-based giants Amazon and Uber respectively have also built strong market share in India, playing an important role in changing the consumer behaviour in the last five years. After Uber and Amazon, how will IKEA influence the Indian consumer? We anyway provide that service for a small fee if they choose so. More importantly, even if you have a thin wallet, IKEA wants to have something for you. Majority of Hyderabad is families with kids. But we serve single youngsters too — even if you are not rich, and want good-looking, useful furnishing for your home. Storage space is the main factor which IKEA considers while building its solutions. Building a future IKEA has been sourcing from India for more than three decades now. They already have 45,000 people involved in production in India and 40,000 in the supply chain. By 2025, IKEA plans to open 20 stores in India. IKEA has already bought land in Gurugram and is planning to buy land in more cities. In the large stores, IKEA will have different room models — colourful, minimalist, classic, etc. With multiple startups also working with the same tools, he says that it will help the industry grow.

Role of the state IKEA has such experience centres in Japan, China, and South Korea too. I have given too 30 hours of my past month waiting for IKEA. I said: Do you want to hang out sometime. We will not send you product or service ikea online chat deutschland. Delivery men were friendly and placed packages carefully in the flat where we asked. Every time I met IKEA what happened, they said my order could not be located in the warehouse. After several rounds of customer service, many more days of delay to replace a damaged component and to finally send the original hardware, several hours of frustration with the mix and match style of instructions that were, in some jesus, simply bizarre.