Why IKEA's Experience Capital is through the roof
In an era of customization, immediate delivery and user-curated experiences, IKEA remains a stubborn big box chain. The store is a catalogue in physical form, isn't built for quick shopping and we're required to walk the meandering path.
But we love the Swedish brand anyway. Almost a billion shoppers visit IKEA each year because the retailer delivers on our most important need. Modestly-priced furniture at every size, style and taste. Through our work with WPP's Group XP, we wrote a case study on how IKEA earns more Experience Capital than almost every other global company.
Read the Group XP report to understand how building Experience Capital is a brand's most important mission.