Join the IGU Network, a place for leaders who believe retail is still human.
Expect essays, emotional frameworks, and field-tested strategies that help you think deeper and act smarter.
Conversion hasn’t stopped working — confidence has.
As brands head into 2026, familiar psychological tactics are creating hesitation rather than action. This article explores why trust, clarity, emotional safety, and judgement are now the defining forces behind modern conversion.
IKEA isn’t just a furniture store — it’s one of the world’s most sophisticated emotional design laboratories. From maze-like layouts to flat-pack psychology, every detail is engineered to shape behaviour, memory, and belonging. This deep dive unpacks how IKEA uses emotional design to turn shopping into ritual, effort into attachment, and frustration into loyalty.
Join the IGU Network, a place for leaders who believe retail is still human.
Expect essays, emotional frameworks, and field-tested strategies that help you think deeper and act smarter.
