The furniture chain Ilva, now under the leadership of new CEO Kim Møller Mønster, is revealing its strategy to enhance its store concept both physically and digitally to support continued expansion.
Møller Mønster, who assumed the role in April, outlines the transformation that Denmark's largest home furnishing chain is undergoing. The goal is ongoing growth, focusing on two key areas: digital transformation and improved customer experience. 'We are setting the cornerstones for the future with a clear ambition for continued growth,' says Møller Mønster. 'This strategy involves a digital-first approach and a more concept-driven experience tailored to the modern consumer.'
Customer availability
To enhance the customer journey, Ilva is prioritising a digital-first strategy. 'A central part of our strategy is to make our entire product range available online by the end of next year,' he explains. This ambitious task includes integrating thousands of product images on the online platform, ensuring that customer needs are met wherever and however they choose to interact with Ilva.
Artificial intelligence is becoming integral to Ilva's operations, improving customer experiences and efficiency. 'AI will play a central role, including generating product descriptions. We aim for a more personalised approach in our communication, making it less generic and more tailored to individual customers,' Møller Mønster adds.
Physical store experience
Alongside digital development, Ilva is investing in its physical store experience, optimising space utilisation. 'We have redefined the optimal size of our stores; simply put, we need to be smaller to grow bigger. By adjusting our square meters, we create a more balanced and inspiring customer experience,' he explains. This strategy allows for a focused product range that better meets customer needs while achieving better pricing from suppliers.
As part of this strategy, some Ilva stores will close and reopen in new locations that align with the future concept. Others will be reorganised, allowing for a more dynamic retail environment with additional brands. 'Specifically, some stores will shrink from 12,000 m² to just 2,500 m². Our goal is to ensure a cohesive experience for customers no matter where they encounter Ilva, while also providing local service rooted in their communities,' Møller Mønster concludes.
More information:
Ilva
www.ilva.dk