IKEA, from brick and mortar to omnichannel retailing

From the launch of IKEA ecommerce channel to the integration within the overall social strategy, we will show some tactics we have put in place to drive awareness and conversion on the platform.

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Frédéric Gennart joined IKEA in 2009. His first mission at IKEA was to support the different IKEA markets in taking well-informed business decisions, based on strong business and consumers insights. Since 2016 Frédéric is back in the Belgian organisation and is now responsible for the media strategy and implementation of IKEA Belgium, ensuring that the consumers get the right messages at the right time in the right way.