Road to Brandweek: How Ikea US Remains Reactive, Agile and Adaptive

The retailer is looking ahead and carving a positive future forward through data and innovation

While the role of digital technology in disrupting traditional retail isn’t new—in fact, it has been unfolding for over 20 years—there is a new level of urgency for retailers to double down on personalization, adaptability and innovation.  The reality is, even with vaccines in circulation, an alternate retail universe is among us and with it the expectations to accelerate digital initiatives.