Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
While emerging from the pandemic poses obstacles for retailers, in the eyes of Ikea, it’s an opportunity for the home furnishings purveyor to further grow its business.
That’s according to Umesh Sripad, the banner’s U.S. chief digital officer, who spoke with Adweek senior editor Robert Klara during Brandweek about the retailer’s in-store experience and digital efforts.
At the top of Ikea’s to-do list is increasing its physical presence in order to be closer and offer more convenience to its customers and modernizing its infrastructure to create a more seamless experience, while focusing on the pressing topic of sustainability, Sripad outlined.
“We want to expand from our physical units perspective to make sure that we are in many cities and we are in many areas where we can offer that destination experience,” Sripad said.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in