Ikea: we are in the business of emotions

Changing the iconic flat packs for a better customer experience.

Imagine if you take that whole thing away and keep the nice walkaround, you can make it much easier. Then we can merge fully into the kind of inspirational, emotional journey (where customers) can get tips and ideas.

We are in the business of emotions. We want you to come into our stores and say, I don’t like that but I like that one’, start a conversation with a partner. It’s about feelings and emotions, that is the most important part.”

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