Digitaliseringens påverkan på IKEA - en studie av omnikanal, logistik och konkurrenssituation

Abstract

This bachelor thesis investigates how digitalization has transformed Ikea's business operations, with a particular focus on omnichannel strategy, supply chain management, and competitive positioning. As digital technologies have reshaped consumer expectations and market dynamics, traditional retailers like Ikea have been compelled to adapt. Through a qualitative case study and an interview with a representative at Ikea, this research explores how the company has integrated physical and digital platforms to create a seamless customer experience, enhanced its logistics through data-driven supply chain strategies, and responded to increased competition from online retailers. The theoretical framework is based on Omnichannel Strategy, Porter's Five Forces, Supply Chain Management (SCM), Customer Relationship Management (CRM), and Just-in-Time (JIT) logistics. The findings show that Ikea has effectively implemented a coordinated omnichannel system, blending physical stores with digital innovations such as Click & Collect, AR tools, and real-time inventory access. Furthermore, Ikea's supply chain has become more adaptive through automation and predictive analytics, although Just in time is only selectively applied due to the nature of its global operations. The study concludes that Ikea's digital transformation is not limited to technology but involves a strategic reorientation across the entire organization. The company’s ability to integrate digital tools while maintaining its core values has helped it remain competitive in a rapidly evolving retail environment. Recommendations for further development and implications for future research are also discussed.