How Ikea is using digital to gain ‘richer customer insight’

By better understanding consumers’ desire for sustainable consumption, Ikea has been able to implement a number of new initiatives as part of its ‘human-centric, conscious agenda’. Ikea has been able to gain a better understanding of consumers and what they want from the brand by layering up digital insight with more traditional customer research.
Since its inception 77 years ago, the Swedish retailer has been putting itself “in the shoes of people” and spending time in their homes around the world to help it decide what furniture to develop. Read more…