The future of IKEA
The Blue Box Meets Digital Natives
Client
The future of IKEA
Industry
E commerce
Website
Ikeas Digital Customer Experience
The Problem
There are specific questions that are asked to consider: How can IKEA anticipate and meet the next generation of consumers and their shopping habits, while protecting the IKEA Concept? While doing so, how can IKEA also ensure financial and business growth, especially given that some income streams might be vanishing as a result of changes in shopping habits? When thinking about the potential solution, IKEA wants you to make sure that your solution is in line with the IKEA Concept (at least the 18 non-negotiables; other mandatories recommended) as well as IKEA’s 2030 vision (the three key directions: accessibility, reach and sustainability). You are encouraged to focus on Gen Z consumers as well as another market you are familiar with, but you do not need to limit your analysis to a particular consumer group or market.
The Solution
GENZ Strategy 1. Gather (Data-Driven Insights) Partner with Google to collect deeper insights on Gen Z customers and store this data in IKEA’s ERP system. Combine this with first-party data from the e-commerce platform and email marketing to build a strong, future-proof customer knowledge base. 2. Experience (Virtual Store Engagement) Use these insights to launch a virtual IKEA store that brings the in-store experience and DIY culture into a digital environment through IKEA Kreativ. Customers can explore with personalized avatars, invite friends and family, and interact with sustainable, customizable designs—matching Gen Z’s demand for personalization and innovation. 3. Negotiate (Strategic Partnerships) Leverage third-party AI companies to accelerate execution and resolve complex technical challenges. IKEA has already outsourced IT operations to Capgemini, HCL Technologies, and IBM in 2022, which makes expanding into AI collaboration a natural next step. 4. Zoom (Targeted Digital Outreach) Focus on high-impact digital experiences to engage Gen Z. Inspired by Fortnite’s Marshmello concert, which drew 10.7 million players, IKEA could host large-scale virtual events (e.g., a concert with Dua Lipa) to merge entertainment with brand immersion and capture Gen Z attention at scale.
Feedback
Leading a team of 20+ through total chaos wasn’t what we expected: it was a rollercoaster I probably didn’t sign up for, but one I’m glad I rode. The results made it all worth it.
Nathan Wouden
CEO Nathan&Partners
