IKEA: Using the power of "chat" to uncover consumer needs around the world

IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.

Synopsis

Introduction

IKEA's vision is to "create a better everyday life for the many people" and as with many organisations, becoming more customer centric throughout the organisation has been a priority in recent years.

This meant understanding how to best deliver an experience that meets the changing consumer expectations within the industry including the ever growing need for an omni-channel retail environment.

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