Around the same time as Barbara Martin Coppola joined Ikea Group as its Chief Digital Officer in April 2018, the company announced a transformation of its business model. The world’s largest furniture retailer was facing a problem: it hadn’t been keeping up with the digital world.
Customers were no longer completely happy to drive to its out-of-town stores to buy flat-pack furniture, and it was at a point where it was “less business as usual than we have experienced in the past,” chief executive Jesper Brodin told the FT in April 2018. . . . more