IKEA channel strategy
IKEA commissioned a channel strategy report that explored
- the potential of expanding their multichannel reach to customers,
- the added services those customers would most likely appreciate and use in their relationship with IKEA
- the integration of real time control and feedback and the advantages to the customer journey and the supply side of the business i.e. just-in-time processes
The study considered the effect on the above bullet points on the store services and layout as well as the likely impact on the overall multi-channel offering and consumer behaviour taking into account likely trends that would impact that behaviour.