IKEA Retail

01

Create a strong position leading from our purpose – we will earn people's trust by showing what we stand for.

We will be a lighthouse business, strongly positioning IKEA as purpose-led. We will grow by becoming one of the world's most loved and trusted brands. We will set a strong base and define how we can position IKEA through the total customer experience journey, leading with our purpose. We will empower more of the many to take action, guided by our culture and values.

02

Create a life at home movement - we will be the best partner in life at home - creating better homes for the many.

The place we call home is more than the space between the walls where we live. It's the feeling of home, the place where we can create memories, the neighbourhoods where we wander, the communities where we feel belonging and the planet we share. We will side with the many, who have thin wallets, and big needs and dreams in life at home. We will make homes better, with inspiration and by being a partner through all stages of life.

03

Create an excellent omnichannel experience for more of the many - we will create a unique customer experience, whenever, wherever and however people want meet us.

We will build a better understanding of the moments that matter to our customers. As they move seamlessly from one IKEA meeting point to the next, we will be able to offer people what they need, whenever and however they want. By enhancing our life at home knowledge with a humanistic approach to data and technology, the customer experience will become more personal - addressing you. Every meeting with IKEA, will be surprising and inspiring and by doing it right, the first time, we will save money.

04

Create affordable services to make IKEA convenient - we will create new & more ways to help customers achieve a better home in an even more affordable way.

We will strengthen and further develop our services to make it truly convenient, affordable, and sustainable for all our customers. We will help people who know and and love IKEA but still find it difficult. As we are with our products, we will not be for free but truly affordable. We will create multiple revenue streams for growth. We will deliver to what we promised, proudly lead the way, and influence the retail industry by proving that it is good business to be a good business.

05

Create a new world of IKEA in every market - we will bring IKEA closer to more of the many people in every market!

We have a great potential to grow in both existing and new markets as the love and knowledge for IKEA is bigger than our market share. We will increase our presence in all markets and prioritised cities. We will be an even more meaningful partner in communities and build on our strengths to make every customers happy, always focusing on sustainable, scalable, and profitable growth, caring for people and the planet.

06

Create the IKEA stores of tomorrow - we will give people many more reasons to visit IKEA.

We believe in the importance of physical meetings between people. And our store will continue to be at the heart of the omnichannel IKEA, serving the needs of our customers. That's why we will continue to make our stores even better and give people more reasons to visit us. We will start by making sure that the foundation is in place, and sharing and implementing best practices from across the IKEA world, on a new level. We will develop and create an even better experiences around life at home, home furnishing, food, instant gratification, commercialisation, automatization, fulfilment and more. Together we will make sure that we create an even better IKEA store.

07

Create a people and planet positive IKEA - we will make sustainable living affordable and available to everyone.

We will make sure that people get an affordable, attractive and sustainable IKEA offer every time they meet us. Circularity will be integrated, and we will show that purpose and profitable and inclusive growth goes hand in hand. People at IKEA will become comitted and will know how to contribute. We will continue to make strong progress towards our climate positive commitments. Customer meetings, business processes and systems will be created with people and planet positive ambitions as a starting point. The financial and people capabilities needed will be secured, making the transition throughout our Decade of People and Planet successful.

08

Create a relevant and affordable offer for growth - we will make our total offer meaningful and affordable for more of the many people.

By getting to know our customers dreams and needs in deeper way, in an omnichannel reality, we will be able to create smarter, more directed and commercial offers that are personal and relevant. We will help to create better homes for every life situation - home by home, family by family, individual by individual and business by business.

09

Create a more simple and low-cost IKEA - we will become faster, more simple and smarter.

To deliver a unique, seamless and omnichannel customer experience, we need to be able to take decisions faster. That's why we will develop better tools automated to help us make even better decisions. Supported by tools for performance and follow-up we will be able to move with speed in the markets. We will be more profitable, efficient, and able to adapt, lowering costs and prices while offering better services to our customers.

10

Create a people movement and make our culture and values a living reality - we will put people at the heart of everything we do!

We can create an even better IKEA together and everyone can contribute! We are a humanistic employer, and will continue to strengthen our leadership and build talent as we ensure a learning mindset. As we, the IKEA community, will reflect the communities where we operate, they will be the best ambassadors for the IKEA vision and values and demonstrate equality, diversity, and inclusion. We will build talent and leadership and ensure a learning mindset.