Ease or excitement? Exploring how concept stores contribute to a retail portfolio
Purpose: The study aims to explore how concept stores (theoretically) differ from other experience-based retail formats, and hence, how they (practically) contribute to a diversified retail store portfolio. Design/methodology/approach: Case study based on semi-structured, qualitative interviews with seven IKEA retail managers, three industry experts and 26 customers of IKEA concept stores in Londo
