Making homes ‘smart’

During an exclusive Q&A, Mohamed Kattuah, Chief Commercial Officer, IKEA Saudi Arabia & Bahrain shared the business’ tech-led milestones, the vision of smart homes of the future and much more.

For IKEA Alsulaiman, the official retailer and distributor of IKEA products in Saudi Arabia and Bahrain, a significant tech-driven investment planned for 2025 is the development and rollout of its enhanced Virtual Shopping Platform to bridge the gap between online and in-store experiences. It will provide customers with an immersive and interactive shopping environment from the comfort of their homes.

“The new platform will allow customers to visualise furniture and decor in their own space with realistic dimensions and styling options, thus reducing uncertainty in the purchase process and enhancing customer satisfaction. This tool is designed to reduce returns and increase efficiency in our supply chain by ensuring customers make more informed decisions,” Kattuah explained.

“This investment also aligns with our sustainability goals by minimising the carbon footprint associated with in-store shopping and returns,” he added.

IKEA Alsulaiman at a glance

• Retail Footprint in KSA: Currently operates 10 customer meeting points
• Growth Goals: 40 stores across KSA and Bahrain

Please share some tech-based milestones for IKEA Alsulaiman in 2024.

Our focus has been on enhancing customer experience through technology while advancing our environmental goals. We expanded our smart home offerings with the launch of the next generation TRÅDFRI smart lighting system, with advanced features like adaptive lighting technology that adjusts to the user’s daily rhythms and activities. This integration not only elevates home ambiance but also contributes to energy conservation. Aligned with our commitment to sustainability, we’ve reduced our carbon footprint by implementing renewable energy sources across all our facilities, and we’ve introduced the MISTELN water recycling system, significantly decreasing water usage in IKEA homes. On the online side of things, we enhanced our order tracking system, revamped digital invoices with WhatsApp integration and launched a mobile app in Bahrain, among several other milestones.

What is your vision of ‘smart homes’ of the future?

The future of smart homes is set to be an intriguing blend of advanced technology and human-centric design, aiming to enhance comfort, efficiency and sustainability. Envisioning the ‘smart homes’ of the near future involves leveraging IKEA’s existing product ranges and innovative technologies to create an ecosystem that harmonises tech-based convenience with human centric design. Furthermore, we are developing smart furniture that not only responds to commands but also anticipates needs. For instance, our beds could soon monitor sleep patterns and adjust temperature or firmness accordingly. Similarly, smart kitchens could suggest recipes based on health goals and available ingredients, while also managing grocery inventories.

If digital transformation was yesterday, what’s tomorrow’s tech agenda for MENA retailers?

Tomorrow’s tech agenda for MENA based retail organisations revolves around leveraging artificial intelligence (AI) and big data to create hyper personalised customer experiences and sustainable operational models. AI and machine learning (ML) will play pivotal roles in understanding and predicting customer preferences and behaviours at an unprecedented scale. By harnessing this data, retailers can offer highly personalised shopping experiences, tailored product recommendations and optimise supply chains that not only meet customer expectations but also reduce waste and improve efficiency. Additionally, technologies that enhance energy efficiency, reduce waste and promote circular economy principles will be crucial. For instance, integrating blockchain to trace product origins and ensure ethical sourcing or using Internet of Things (IoT) to reduce energy consumption in stores and warehouses will be a focal strategy.

Is there a barrier to tech adoption that you’re facing within your business?

One significant barrier to tech adoption within our business is the challenge of seamlessly integrating advanced technologies into our existing infrastructure while ensuring that these innovations remain accessible and user-friendly to all our customers. Our customer base is exceptionally diverse, ranging from tech-savvy individuals to those who may be less comfortable with new technologies. This diversity requires us to develop solutions that are not only cutting-edge but also intuitive and easy to integrate into everyday life. Ensuring that our technology enhances rather than complicates the customer experience is paramount. We strive to create a balance where technological solutions, such as smart home products or new features in our app, add value without becoming too complex for the user. Overcoming this barrier involves continuous user testing, feedback loops and education to ensure our innovations are both accessible and beneficial.