IKEA Enhances Retail Experience with App-Based Furniture Demo

Posted by Sheila Shayon on August 7, 2013 03:57 PM
指導者 / 總編輯 張蕙娟
分享者 / 李睿芬

瑞典時尚品牌H&M在英國、瑞典等國家已設立線上購物網站 IKEA2014年的商品型錄提供實境功能,讓消費者能模擬想購買的家具是否符合家裡的空間配置。透過手機應用程式,(見圖一)消費者可以掃描型錄上的商品圖片,並利用智慧型手機或平板的拍照功能即可設想家具擺放在家中的樣子。

這個app的發想源自於IKEA調查發現70%的消費者不知道家中空間的大小,造成14%的消費者購買尺寸錯誤的家具。IKEA英國及愛爾蘭區行銷經理Peter Wright表示:「消費者希望能檢視在型錄中感興趣的商品,尤其是大型家具,是否真的與家裡的空間尺寸相符,而科技產品讓消費者能設想家庭布置的樣貌。」


Never have sofa shock again. IKEA's2014 Catalog offers an augmented-reality function that allows consumers to check the size and fit of intended purchases in their own homes—virtually. Using an app, consumers can scan a specific product marked with a plus symbol in the print catalog, whichthen appears through the camera of a smartphone or tablet, allowing consumers to visualize what the piece of furniture will look like in a room.

IKEA created the app after research showed that over 70 percent of customers don't know the true dimensions of a room, leading 14 percent to purchase wrong-sized furniture. “Our customers want to be able to test out whether the products they’ve been inspired by in our catalog will work in their own home—particularly when it comes to larger pieces of furniture,” said Peter Wright, Country Marketing Manager, IKEA UK and Ireland. “Offering a way of using mobile technology to enable to test products means the technology has a practical purpose and really helps customers visualize the way their homes could look.”

The app uses the front cover of the catalog as a reference, allowing consumers to place the catalog wherever they'd like to see the furnitureappear. The updated 2014 Catalog app, available for iOS and Android on August 25th, trials 90 products for now, with details including size, shape, color and positioning, but the company promises to expand the virtual test drive to hundreds of products in the future.