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.

Taking IKEA's knowledge of the consumer journey steps as a foundation for customer centricity they needed to uncover how best to measure IKEA's (as well as competitors') performance against these steps.

The business agreed to run a Proof of Concept (PoC) study which would be piloted in three carefully chosen countries; Japan, Saudi Arabia and the UK. These countries are culturally very different and should the approach be successful here it would provide grounding to be rolled out to any or all of the other c45 IKEA countries. Primarily the insights from the PoC research would be shared with co-workers across the three countries to enable them to improve the customer experience they deliver.