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Getting Closer to the Customer with Lars-Johan Jarnheimer, Chairman of IKEA and Sarah Engel, President January Digital

Remarkable Retail

CHAPTER

IKEA's Small Store Strategy and Understanding Consumer Preferences

This chapter delves into IKEA's shift towards smaller city store formats and the importance of adapting retail strategies to cater to diverse consumer behaviors. The discussion emphasizes the need for brands to take a long-term perspective in building their brand and understanding customer preferences through direct engagement. It also touches on the significance of honesty, kindness in leadership, and the impact of bridging the gap between store support and physical store operations for a successful retail experience.

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