I was delighted (or relieved) to see that it is at last possible to buy Ikea products online.This option, long awaited by the masses, has been surprisingly slow in the coming considering the apparent ease of extending their reach and services while making a fortune for themselves in the process.
And I say "relieved" principally as a non-car owner: the underground journey with a floor lamp and double duvet underarm has never been much fun, and I'll certainly be delighted not to have to do battle with the queues and crowds over a rug when shopping online becomes an option for my neighbourhood.
So, being a bit of a geek I thought I'd check out the online store despite not being able to get a thing delivered at this point in time (love online forms) and, I have to say, I was pleasantly surprised by a number of the services and functions offered.
Always ones for being innovative, their website has a few features that any self-respecting e-commerce site would hope to have, (assuming you have Flash, javascript and so on installed).
- Their internationally acclaimed "Ask Anna" virtual assistant, (see image above) able to turn around insults and indecent proposals while keeping her cool - even from those most determined to provoke and crash the system - offers useful, polite and friendly advice in real time.
- The product navigation options also enable a good look at the products from different angles and different situations, thereby enabling the online window shopper to get the best virtual feel for the products possible from a website.
- You can also download a room planner application should you so desire.
These functions have been on their site for quite sometime.
- However, this time around an ad for their corporate social responsability campaign "Create a foot of forest" caught my eye.
Essentially it's a clever loyalty card scheme, (though I don't think Ikea really have any competition, do they?), in which every time you shop, Ikea donates to the Woodland Trust.
Great idea: it eases the consciences of shoppers buying wooden furniture; creates woodland; the name, "Ikea Family", although at first misleading (I thought it was for parents), adds a sense of belonging; and Ikea get a lot of personal information into the bargain. - A further ad announces their fairtrade policy "Low price but not at any price" and invites users to find out more. This kind of transparency is quite a refreshing, particularly when cheap prices these days do so often have a immoral story behind them.
What else do they get right?
- The full address, directions, a clear map, store opening hours and telephone number found on the same page. A usability basic, rarely well-implemented or complete.
- Not only do they support national initiatives, but also local ones, details of which can be found on your local store page.
- Instant stock availability checker for the stores closest to you (although the form could be a little clearer).
- Transparent delivery prices displayed on the home page.
Oh, and talking of online forms, apart from some slight confusion with the newsletter opt in and accept conditions pop ups which appear at the end of the Ikea Family registration, (Cancel, Back, or Next - no "Accept", is "Back" going to "Cancel" it too?), clear, well-positioned labelling, no distractons, 8/10.
