The Ikea Serbian, which started last year, today announced that 23 staff will be suspended.
According to the first information, the media strike will be hit by staff, and sales staff will be free from these steps. Company officers say that it is part of a "transformation initiative and a modified concept of sale" which allows the opening of new jobs in the next few years. In conversation with Danas, Stefan Vinoverbeke, Ikea's general manager for the eastern part of Europe, that is, Ukraine, Romania, Bosnia and Herzegovina, Croatia in Serbia, explains why Ikea, after decades of # 39; work under the system set up by the founder, is now changing the global strategy.
– Ikea is changing the strategy because the world around us changes the distance we have never seen before. The sales department has made major changes, our customers have a huge use of digital technologies, their needs and expectations are very different today than they were once. Today, they are usually living in urban centers, they do not have their own cars and they do not have enough time to come to our departmental stores, which are largely located outside middle of town. These are the reasons why Ikea is changing globally. In Serbia and in the eastern European side, we will establish new communications points called buyers, such as points for downloading or reducing sources of home centers, and at the same time We will significantly enhance our digital services and continue to expand our digital services. investment in this sector.
* Which sectors of Serbia staff are covered in the world with their transformation?
Its impact is different depending on what business unit is; , but at this stage, it will focus specifically on human resources, estate development and business development, as well as logistics. As we continue to & # 39; transformation process, we will also investigate other parts of the organization, but it is important to be aware that we have more staff today in the next two years, both around the world and in the area us. In the sector, we are currently focusing on actions on the Ikea Regional Office of Europe, based in Belgrade, Supporting work in Serbia, Croatia, Slovenia, Romania and Hungary. Until the end of the transformation in Serbia and the division, we will suppress 706 new jobs by going to & # 39; opening of new department stores, music points and digital services. At the same time, there are more than 23 jobs in the headquarters, although its & # 39; impact on the department's sources as small. We will continue to & # 39; talk to our staff about how we will make changes together, according to our values and so that all staff have the necessary support.
* Will the new job careers be strengthened by the online sales department and what is counted on Serbia staff?
In fact, we want, after completing the transformation, our users, for example, can search, find, select and buy research within five minutes. For this reason, our priority is to be fully utilized by trade and a greater focus on workplaces that are in place; Improving value for today's and future customers. We are particularly involved in attracting & citing; Strengthening capacity in digital technology areas, data analysis and personalization. We have our regional office headquarters in Belgrade and it is natural that we are counting on local experts when we are doing it; looking for new skills.
* What are the current conditions of leaving staff Ikea?
We aim to keep as much talent as possible within Ikea. For this reason, we will support our staff to find the next opportunity within the company, here or abroad. For those who do not receive a new opportunity in IKEA, we will provide a diversity that exceeds the minimum statutory level and we will be based on the principle of fairness within the organization. At the end of this process, there will be more jobs in the eastern part of Europe than we are today.
* How satisfied are you with business results in Serbia?
We are very satisfied with the results in Serbia and we see a lot of positive moves. In the Serbian home furniture product market, our largest department is in other parts of the region, which has grown up by 14% since we arrived last year. We have recently decided to launch a new tour in Serbia with the Belgrade Trade Center, which will be based directly on our department store. In the investment it will be worth £ 50 million and create 400 new jobs. This step, I believe, is & # 39; Seriously demonstrates our strong commitment to Serbia, as well as trying to further develop our business and contribute to local economic progress.
* What are the key features of a new market?
We want the IKEA to be accessible, accessible and operate in accordance with the principles of sustainable development. When I say it's available, I mean digital sales channels, flexible services and the ability to open shops in town centers. We do not have one solution for every market, but we respond to the needs of our customers in the southeastern part of Europe. Our departmental sources will be changed to exhibition areas. The departmental sources are also a strong link to the delivery network so that the buyer, for example, can arrange a handle in the morning and take over the same evening.
Ikea will eliminate 7,500 jobs
Ikea's Swedish company announced that it will complete 7,500 jobs all over the world as part of a new strategy for establishing a number of shops in the center of the city and its location. removing internet shops. Ikea said that this reduction in staff would be able to focus on the e-platform platform to better respond to the needs of its customers and to be more suited and cheaper for more people.
The company has a & # 39; Introducing a new strategy for opening shops in the center of town centers, which would be the case. adding to the larger divisional divisions in the cities. This will open shops in the centers of 30 major cities to make their offer different.
"We understand that its sales have been translated into shared and unexpected distance and Ikea should invest in business development to meet the needs of users in better and better way, "said Jesper Brodin, General Manager of the Ingka Group, the largest retailers within the Ikea system.