INGKA - A strategic redesign, from circular concepts to cutting-edge ecosystem.

INGKA Centres

A strategic redesign, from circular concept to cutting-edge ecosystem.

Staying ahead requires a strategic reinvention of core concepts of any business. At INGKA Centres, the challenge was to transform their Circular retail concept, Circuit, into a powerful, scalable solution that would enhance partner engagement and improve market growth. In this blog, we share how our collaboration redefined Circuit through strategic design and co-creation, aligning it with the principles of the circular economy. Discover how we crafted a compelling, actionable concept explainer that elevated the improvements of the model for Circuit and set INGKA Centres on a path to long-term success.

Challenge

INGKA Centres sought to elevate the Circuit concept, improving its circular retail model to drive partner engagement and market viability.

Solution

We reimagined Circuit through strategic design and co-creation, integrating circular economy principles and creating a scalable, ecosystem.

Outcome

We delivered a redesign for circuit with clear business cases, visual storyboards, and an interactive Miro board, ready for stakeholder engagement.

About INKGA Centres

INGKA Centres develops and operates innovative shopping centres, known as “meeting places,” all anchored by IKEA stores. With 34 locations across 13 countries, their spaces welcome over 352 million visitors annually. INGKA Centres goes beyond traditional retail, creating environments where people can connect, experiment, and enjoy shopping, dining, and relaxation. As part of the Ingka Group, which includes IKEA Retail, they share IKEA’s vision and values.

The challenge: To promote sustainable living.

INGKA Centres needed to evolve their Circular retail concept, Circuit, to better meet market demands and enhance its impact. The goal was to redesign the business model to boost partner engagement, scalability in different markets, and visitor desirability. This involved transforming Circuit into a more robust, sustainable platform while aligning with INGKA Centre’s vision of creating meeting places for a better everyday life. The challenge was to ensure Circuit’s long-term viability and empowering the many people to behave sustainably.

Our collaboration: Redesigning Circuit for Circular Retail

We began with a thorough analysis of Circuit, improving the existing business model and exploring other circular retail opportunities. Through a co-creation workshop, we engaged with diverse experts to redesign the opportunties, focusing on circular principles of repair, reuse and resell. We then consolidated our findings into a visual Miro board, providing a clear, interactive explanation of the enhanced concept. This approach ensured stakeholder alignment and set a clear path for the next steps.

Project results

By the end of the project, INGKA Centres was set up for success, as described in these three steps.

1. Strategic business cases

We developed templates to enable the company to structurally create business cases. These templates supported decision-making, ensuring INGKA Centres has proof for the steps they take in the future.

2. Customer journey mapping

Visual storyboards mapped out the customer journey, highlighting key touchpoints. These maps helped INGKA Centres to understand and discuss the operating model behind the customer journey.

3. Circuit concept explanation

Every potential solution is detailed and explained based on their value proposition and business model. Everything is brought together in an ecosystem to engage stakeholders in the strategic redesign of Circuit

Looking toward the future.

With the redesigned Circuit model in place, INGKA Centres has created a strategic direction to incorporate circularity in the everyday life of the many people. The interactive Miro board serves as a dynamic tool for stakeholder communication and alignment. This redesign of Circuit positions INGKA Centres is positioned to enhance partner collaboration, attract and retain more visitors leading to viable model, and solidify its role as a facilitator of the circular economy.

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