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Tobias Johansson


“I see benefits that are equitable for everyone and that’s impressive.”

How did you get started in IKEA and what have you done so far?
I have previously been working as a consultant for a couple of years and wanted to get back working in-house again. When I got the chance to join IKEA I didn’t think twice. Working in-house you get an in-depth understanding of the business and are part of projects from start to end.

Why did you want to work with IKEA?
I have always been fond of the IKEA brand. Born in Sweden, I’ve grown up surrounded by IKEA furniture. From a professional point of view, analysing one of the biggest retail websites in Sweden sounded like a very interesting challenge. With almost 10% of the Swedish population visiting our website every week, we have very solid data to analyse user behaviour and website performance.

What are the most inspiring responsibilities or tasks you have in your current role?
My job is about making sense of the data collected from our digital platforms. I get inspired by identifying and solving our customers’ pain points, making their shopping experience a little bit better. By understanding our customers’ online behaviour through web analytics, user surveys and A/B testing, we know what areas to improve. If we can find ways to increase our e-commerce conversion rate by even a tiny bit it can make a massive difference to the business. This makes my job very rewarding and a lot of fun. There’s still a lot of potential to make the IKEA shopping experience as good and personal as we want it to be.

What advice would you give someone thinking about this job?
Patience should be a key word. Being new at IKEA it takes a lot of time to understand how the company works and who is doing what. You will feel new at the job for a long time. One should also understand that we’re not frontrunners in the digital industry, but we are picking up speed and moving in the right direction. There’s great potential.

What is your favourite aspect of the IKEA culture and values?
Everyone is positive, friendly and supportive, no matter what level or role they have in the company. Even if it’s a multi-national company, you still get that family feeling that exists in small-sized companies.

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