Exploring digitalisation at IKEA

Purpose The paper aims to clarify how an incumbent retail organisation explores digitalisation for its existing business. Design/methodology/approach draws from in-depth case study of home-furnishing giant, IKEA conducted with semi-structured interviews, participant observations and document analyses. Findings In the exploration phase digitalisation, three major activities – interpreting, interrelating integrating illuminate process can be organised in practice. Originality/value Although ranks amongst most significant ongoing transformations businesses, research on organisations have engaged exploring practice has remained scarce. contributes insights into processes businesses that may also apply other trends affecting industry.