IKEA measures the impact of Wonderful Everyday

Furniture retailer IKEA successfully turned around falling sales by shifting focus from transforming homes to helping with everyday life.

IKEA’s position in the market as the “wacky Swede” – an industry outsider serving up flatpacks and meatballs – used to serve it well.

But in the UK, that image was starting to stagnate, losing relevance to consumers and costing...

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