Innovation of the Week is a subscriber-only series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies that link to the trends in our Retail Horizon 2024 reports – across consumer, technology, sustainability, and economy, policy and industry.
What is it?
Ikea is recruiting 10 real-life candidates to work in its virtual UK store, which will launch on June 24 on Roblox.
The Co-Worker Game will give players the opportunity to experience working in Ikea’s virtual universe. Paid £13.15 per hour to work virtually in the game, the 10 recruits will serve up endless amounts of meatballs, help customers choose their furniture and reorganise the virtual showrooms.
Ikea says the game will bring its careers philosophy to life, in which non-linear career journeys are the norm and lateral moves across departments are commonplace.
Why does it matter?
The Ikea game on Roblox allows players to experience retail work in a virtual environment, bringing the company’s career philosophy to life in an engaging way.
“At Ikea, there is no set route to career progression. Our co-workers are able to change roles, switch departments and grow in any direction they choose, both in the game or in the real world. There are many ways to learn and grow at Ikea, and that’s what Ikea on Roblox is all about”
Darren Taylor, country people and culture manager, Ikea UK and Ireland
Strategic implications
The virtual store will bring retail careers to life in a refreshing way, appealing to a new demographic of potential workers.
Winning strategies
- Personalisation and innovation
- Nurture customers and staff
Retail Horizon 2024 is Retail Week’s exclusive strategic toolkit for subscribers.
Across four in-depth reports, Retail Week research director Lisa Byfield-Green and our team of analysts explore the most significant trends that will shape the sector in the year ahead across consumer, technology, sustainability, and industry, economy and policy.
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