Furniture giant extends commitment to 'click-and-collect'

Ikea continues to break the mold when it comes to furniture retailing.



In a move that supports its transition from a traditional brick-and-mortar retailer to a multichannel player, Ikea recently opened the doors of its third “click-and-collect” location in England, in the city of Birmingham.



The facility allows customers to pick up online orders, and carries a limited assortment of products and impulse items, which will be updated throughout the year based on seasonality. The location also acts as a planning studio that assists shoppers in their kitchen, bedroom and living room design aspirations.



In addition to the chain’s hallmark room set displays, the facility also has expert co-workers available to offer their home furnishing knowledge and advice. It also offers a bistro and a selection of take-home Swedish food products.



“We are delighted to be bringing this unique version of Ikea to Birmingham Centre,” said Ikea Birmingham order and collection point manager, Dawn Lloyd. “It is a fantastic opportunity for existing and new customers to conveniently engage with our brand and discover inspiring room sets and home furnishing solutions.”



The Swedish furniture company will be testing a number of similar facilities across the United Kingdom.