Eva von Haartman shared her experiences managing IKEAs global retail web for consumers, and how innovation played a critical part to improve customer satisfaction, end user availability, sales conversions and lowering time to market whilst in parallel seeing the website usage grow from one billion visitors into two billion. Author - Eva von Haartman

1. How to create a positive
customer experience
for 2 billion visitors
Eva von Haartman
V7.0

2. Eva von Haartman
Head of Multichannel Services
at IKEA IT

3. 2.900.000

4. 2.900.000 meatballs/day!

5. The IKEA vision
To create a better
everyday life for
the many people.

6. OPERATIONS IN 43 MARKETS
2
Billion visits to
IKEA.com
771
Million store visits
NORTH
AMERICA
52 Stores
EUROPE
229 Stores
RUSSIA
14 Stores
ASIA
27 Stores
AUSTRALIA
6 Stores

8. 2014

9. Cooperation Stability Speed Functionality
Transformation journey 2014-2016

10. Improved
cooperation
• Together
• Common calendar
• Campaign work flow model

11. Stability
• End-to-end service models
• End-to-end monitoring
• Customer journey monitoring

12. Time to market
• Improved test and quality
control
• Agile wow
• Range integration

13. Improved
functionality
• Improved check out
• More payment possibilities
• Click and collect
• Sales place location
• Ratings and review

14. Complete compliance
on KPIs for FY16
2016
Supported and
managed 200+
campaigns FY16
eCom sales growth
with 30% in FY16

15. Facts & figures2014 2016
Stability
70% 92%
7 days 2 days
95% 99.6%
SLA
No of days IKEA could not sell
(in a year)
IKEA.com availability
Quality Days - % of days in a month
without critical incident
50% 91%
Time to market
1 8
50% >95%
0% 93%
Releases – per quarter
Online Buyable products Globally
Automation testing enabling faster
and multispeed deliveries
Product load lead time from source
to IKEA.com
22 days 5 days
Improved functionality
20% 59%
9,084 33,711
0.3% 0.44%
Mobile traffic increase
Buy more in IKEA.COM
– orders per day
Converting customer to buyers
Attracting more customers – visitors1 Bn +2.1 Bn

16. Togetherness

17. THANK YOU!
se.linkedin.com/in/evavonhaartman