It is sadly rare to see a brand that is truly great at self-disruption but IKEA is one worth watching. They made the bold announcement this week that they would pilot test shipping products via other retailer sites instead of only their own. Combined with its recent acquisition of TaskRabbit and their experimentation with augmented reality, the brand refuses to be complacent with profitable retail business and continually tries new ideas. At least with the retail pilot they can be assured of good SEO. After all, no one else can possibly own the top result for the “Fyrkantig.”

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