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4 mins

The biggest hurdle in Ikea’s quest to become a tech company...

IamCX editor’s note:

Flat-pack furniture giant Ikea has long excelled at the artful science of assembling memorable in-store brand experiences. But finding innovative, personalised and seamless ways to engage with customers in a digital space – now more important than ever – has been proving a far greater challenge. While the retail giant has been making a laudable effort to evolve and deliver a fluid multi-channel customer experience, Fast Company's Mark Wilson believes a fully-realised and truly rewarding tech transformation may still be some way off.


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Cameron Williams

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