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Nick Gray presenting IGU Global’s human-led retail strategy and emotional intelligence framework.

Recognised as a Top Retail Expert, 2026

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A quiet, contemplative portrait representing trust, confidence, and decision-making in modern retail.

A quiet, contemplative portrait representing trust, confidence, and decision-making in modern retail.

What Will Matter for Brands & Retail in 2026

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.

Dec 29, 20256 min read

Interior view of an IKEA store showing staged room layouts and winding showroom paths, illustrating emotional and behavioural design in physical retail.

Interior view of an IKEA store showing staged room layouts and winding showroom paths, illustrating emotional and behavioural design in physical retail.

Inside IKEA’s Genius: A Deep Dive into Emotional Design

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.

Sep 21, 20257 min read

Privacy Policy | Terms & Conditions

IGU Global (I Got You Global) is a Sydney-based retail and brand consultancy founded by Nick Gray. The business works with brands, retailers, founders, and leadership teams on brand strategy, customer experience, emotional intelligence, and human-centred growth in an AI-accelerated retail environment. IGU Global is an independent consultancy and is not affiliated with any academic or professional publishing organisations.

IGU Global (I Got You Global) is a retail and brand strategy firm founded by Nick Gray, based in Sydney and working with Australian and international brands.

The firm works with founders, leadership teams and boards to help them navigate complexity, sharpen decision-making, and build emotionally intelligent brands and retail systems in an AI-accelerated world.

IGU Global specialises in retail strategy, brand strategy, customer experience design, leadership alignment and advisory work grounded in consumer psychology, emotional intelligence and human behaviour.

IGU Global works with Australian and international brands across retail, fashion, consumer goods and services.

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