The intersection of the physical and digital worlds are still to be defined, according to Ikea Group's digital director Barbara Martin Coppola.
Around the same time as Barbara Martin Coppola joined Ikea Group as its Chief Digital Officer in April 2018, the company announced a transformation of its business model. The world's largest furniture retailer was facing a problem: it hadn't been keeping up with the digital world.
"It's a huge revamp with a lot of ambition and dreams to get the values and feeling of Ikea to be solved in a digital way. And to also create this, what I call the 'phygital' new world, so you've got physical and digital … and to be creating really magical new experiences," she told CNBC by phone. Her team manages Ikea's website, in-store digital initiatives and all the technology the company uses, such as for supply chains, data and marketing.
Martin Coppola, who trained as an engineer and spent time at Texas Instruments, Samsung and GrubHub as well as a seven-year stint in marketing at Google and YouTube, said she is bringing her 20 years' experience in tech to Ikea."I come from that world. I know it really, really well. I know the power of good engineering, artificial intelligence and the speed of testing constantly in order to get it right.
"There is a lot of experimentation and understanding how people react to these different new possibilities, all with, at the heart, having a more sustainable way of operating our goods around the world," Martin Coppola said.
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