IKEA's secret to global CX success

How does a global brand like IKEA build strong customer engagement while balancing digital innovation, personalization, and the in-store experience? 

Join Martin Villanueva, Global Customer Engagement Lead at IKEA, as he shares how IKEA balances global strategy with local franchise needs. Discover how loyalty programs, AI, and journey mapping shape seamless customer experiences worldwide.

A few can’t-miss moments :

• Retail vs. Digital: how IKEA’s CX differs from other global brands (02:46)

  Martin, who has worked at Nike, Adidas, and McDonald’s, explains how IKEA’s in-store experience remains a crucial touchpoint in contrast to brands shifting fully digital.

• Is loyalty still relevant? IKEA’s take on emotional engagement (05:58)

  Forget traditional loyalty programs. Martin argues that emotional loyalty—not just discounts and perks—is the key to long-term engagement. But how do brands measure it without being “creepy”?

• AI at IKEA: the chatbot that converts at more than double the industry average (13:14)

  IKEA is experimenting with AI-powered assistants that help customers find what they need—without stepping foot in a store.

  But does this mean physical retail is fading? Not so fast.

  quote

  “AI won’t replace in-store shopping. It will enhance it.”

• Franchise vs. Global Brand: how IKEA Aligns Customer Journeys Across Markets (21:40)

  With multiple franchisees, how does IKEA ensure a consistent customer experience? Martin breaks down their playbook approach and what happens when local teams challenge global strategies.

• Data, AI & Store Experience: measuring what really matters (50:58)

  From AI-powered in-store cameras to digital dashboards, IKEA is finding new ways to track customer engagement. But how do you avoid manipulating the customer journey?

Catch the full episode:
Spotify | YouTube