As part of this project, we conducted a comprehensive analysis of IKEA’s market position, customer segmentation, and operational challenges. We used tools such as personas, journey maps, competitor benchmarking, stakeholder mapping, and PESTEL analysis to identify opportunities for growth and resilience.

Our work resulted in several strategic concepts:

• Customer Experience & Operations: Proposals such as in-store Green Zones, AR/VR consultancy services, and digital price tagging to boost engagement and efficiency.

• Circular Business Models: Design and testing of IKEA Thrift, a second-hand marketplace MVP, demonstrating environmental, social, and economic value creation.

• Future Scenarios & Strategy: Developed pathways for IKEA’s sustainability transition — from localized production and carbon neutrality to promoting responsible consumption through product design and marketing.

  
  

Additionally, we evaluated IKEA’s use of emerging technologies, benchmarked competitors, and identified opportunities for leveraging AR/VR to reduce returns, increase online sales, and attract younger demographics.

Through these initiatives, we aimed to expand IKEA’s market reach, optimize operations, and strengthen customer engagement for long-term revenue growth.

Images below are small extracts from our reports.