Since 2018, Ikea’s urban expansion has been accompanied by a redesign of the customer journey. These stores, 4 times smaller than those in the suburbs, were initially designed without a signposted route, for freer shopping.
However, 5 years on, the group admits that it got it wrong. Customers are still attached to the imposed shopping route that is typical of the furniture retailer. Studies have shown that customers want to find a path that helps them explore the range. What’s more, with an...
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