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.