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New IKEA Website Offers Glimpse Into Its Product Design
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BURLINGTON, CA -- IKEA’s Canadian arm launched a website this week that will give consumers more information about the materials used in some of its products. The website also will communicate the company’s social and environmental efforts and serve as a platform from which IKEA will collect consumer insight.
Dubbed "The IKEA Way" after its signature CSR slogan, the website offers a glimpse into the back stories of some of products, such as its PVC-free KOLON floor protector or GULLHOLMEN rocking chair made from banana leaves. The company chose to forgo stain-repellant coatings on most of ist sofas, such as the EKTORP sofa and TYLOSAND loveseat.
IKEA also touted items that save space and money in shipping, such as its flat recyclable box packaging and stackable products, such as food containers and watering cans.
The company also uses the website to divulge progress on areas encompassed by The IKEA Way initiative, such as energy consumption, renewable energy use, forestry and transportation of products and customers. For instance, the company is working toward a goal of reducing energy consumption in its stores and distribution centers by 25 percent against a 2005 baseline by 2009. In 2007, distribution center energy use dropped 9 percent but increased 2 percent in its stores.
IKEA entices visitors to offer feedback by participating in a survey with the chance to enter a drawing to win a $250 gift card. The idea comes from a 2007 survey on the environmental impact from plastic shopping bags. The survey, which collected more than 60,000 responses, led to the company to start charging for plastic bags and giving the proceeds to a charity group. As a result, plastic bag dropped 90 percent.