Ikea Since last August, it has had a platform for the purchase, sale, exchange and donation of second-hand products. Preowned has been in the phase of pilot test in Madrid and Oslo, but the furniture and decoration company now expands its reach to all of Spain and Norway.
The platform, available on Ikea’s website, allows users to search for items from the company that have already been used at more affordable prices. Preowned recommends prices to sellers and provides them with professional photos of the item as well as accurate measurements. Sellers can also add their own images to show the condition of the product.
For their part, buyers can access information of interest about the item, as well as the original price and, thus, know what they are saving. Objects can be filtered based on price or also by distance from sellersso that Preowned allows you to locate the sellers closest to your home.
They also have the option of launching questions to the seller through a public space, or chat privately once the item has been purchased.
The expansion of the scope of the digital tool responds, as stated by Ikea in a statement, to the satisfactory results obtained during the last months. He points out that the platform has received a total of 119,778 visits in Madrid, which he considers a fundamental and strategic market.
He also notes that the solution has received an average rating of 4.4 out of 5 from users.
The project has also allowed the company to analyze the consumer habits of your customers second hand. Thus, it stands out that 6 out of 10 already used the brand’s second-hand options and more than half were members of the Ikea Family program. It has also discovered that its best-selling series of furniture are Hemnes, Malm and Besta.
“With this initiative we intend to continue awakening interest in the second-hand market and the impact that our actions have on the planet and other people in a general public, but that this can also be an impetus for a younger audience“explained Laura Durán, Director of Business Development and Sustainability at Ikea in Spain, pointing out that almost half of the visitors have been under 35 years of age.
The company maintains that second-hand plays a fundamental role in its purpose of promoting more responsible consumption among consumers, and also facilitating a more sustainable, affordable and accessible life. In this area, Ikea already has its Circular Market, for the purchase and sale of used furniture and is present in all its stores.
In its statement, the company highlights that this is not the first time that Spain has served as a market for pilot testing. Madrid has witnessed the testing of Ikea Goya, one of the company’s first urban stores; or the launch of the few digital offices that the group has in the world.
With Preowned Ikea strengthens itself in the field of second-hand, which it has been exploring for some time within the framework of its sustainable objectives. In addition, it concentrates the interest of users in reuse in your own brand ecosystem, facing the growth of platforms such as Wallapop or Vinted, in which the Swedish company’s product offering abounds.
