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.



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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands