Ikea Serbian, working last year, announced today that 23 workers will be suspended.
According to the first data, the middle layers of workers will be hit, sales staff will be exempted from these measures. The company officials say that "the transformation project and the concept of sales have changed", and in the coming years they will allow the opening of new jobs. In Dan, Stefan Vinoverbeke, Ikea, in Southeast Europe, that is, in Serbia, Ukraine, Romania, Bosnia and Herzegovina, Croatia, explains why the global strategy is changing after decades after the Ikea founders' system.
– Ikea is changing the strategy because the world is changing the world we have never seen. The retail sector has undergone major changes, our customers are increasingly using digital technologies, their needs and expectations have become increasingly significant. Nowadays, most of them live in urban areas, they do not own cars, and do not always have enough time to take part in our stores, most of the city outside. Ikea is the reason for changing the whole world. Here, in Serbia and in the south-eastern Europe, we will put new contact points with our clients, such as download points for products or establishments with less facilities in the city centers, while at the same time we will develop our digital services and continue to invest in that region.
Which employee category covers Serbs throughout the world?
The effect is different depending on the business unit, but at this stage, human resources, real estate and business development and logistics will prevail. While we continue with the process of transformation, we will also analyze other aspects of the organization, but it is important for both years, both worldwide and in our region, to have more staff today. In the region, we are currently focusing on the functions of the Ikea South East European Office in Belgrade to help Serbia, Croatia, Slovenia, Romania and Ukraine. Until the end of the Serbian and regional transformation, we will launch 706 new jobs by opening new stores, opening digital controls of goods and services. At the same time, 23 jobs will be available at the central office; For small departments, it will be a minor influence. We interviewed how our employees are affected by the joint changes, in accordance with our values and that all employees receive the necessary support.
* Will the strength of the new sales segments for jobs and the number of Serbian workers counted?
Absolutely, we want, after the transformation, our consumer, for example, can search, find, select and buy the product in five minutes. For this reason, our priority is to pay greater attention to our e-commerce and to our customers and future customers. Especially we want to attract and build strong competences in the field of digital technologies, data analysis and personalization. The office of our regional office is in Belgrade and it is natural that when we talk about local experts we are looking for new skills.
* What conditions are the current workers left by Ikea?
Let's have the greatest talent inside Ikea. That is why we will help our staff to find the next business here or abroad. For those who are not new to IKEA, we will provide redundancy beyond the minority statutes and based on the principle of internal heritage. At the end of this process, we will have more work in Southeast Europe than today.
* How far are the results of the Serb company?
The results in Serbia are very pleased and we see a lot of positive trends. In Serbia's domestic appliance product market, it has been the largest in comparison with other countries in the region, which has increased by 14% since our arrival last year. We have recently decided to market a new Serbian investment cycle with the Belgrade Commercial Center, directly to our sales department. The investment amounts to around 50 million euros and will generate 400 new jobs. This step, I think, clearly shows our strong Serbia commitment, as well as improving our business and supporting local economic advancement.
* What are the main characteristics of the new market vision?
We want IKEA to be accessible, accessible and operative according to the principles of sustainable development. When I say so, I can choose to open digital sales channels, flexible services and stores in the city centers. We will not solve any market, but our customers adapt to the demands of all of Southeast Europe. In our stores they will become an exhibition space. Ticket sales will become a strong link to the network network, for example, for the buyer to request an evening sofa and take it in the afternoon.
Ikea has eliminated 7,500 jobs
According to Sweden's Ikea equipment, it will leave around 7,500 jobs worldwide, as part of a new strategy to open various stores in the city and to improve online shopping. Ikea said that this reduction in staff would be based on its e-commerce platform, to meet customer needs better and more comfortable and cheaper for more people.
The company presents a new shop opening strategy in the city center, which would add one of the largest stores in the area. 30 large stores will open stores to diversify the offer.
"We realize that the retail space does not change the proportion and speed we have seen before, and that Ikea needs to invest in business development to better and better the consumer's needs," said Jesper Brodin, CEO of Ingka Group, retail retailer at Ikea.