
In contrast, look at Bonobos and Warby Parker. Both of these brands are the opposite of IKEA: they optimize towards converting online with a direct-to-consumer model. Every part of their product experience is designed to deal with online consumers including their website, marketing material, business model, customer service system, blog articles, and packaging.
…ential customers to show up to their retail stores. Ever wonder why the IKEA website sucks so much? It’s also not designed to get you to buy, it’s designed to get you into the store. Once in the store, retail psychology takes over and you’re likely to walk out with a lighter wallet.