Mémoire-projet

Abstract

This master’s thesis focuses on the activation of the Upptäcka interactive self-service kiosks at IKEA Liège. Although the store already has several digital tools available in the customer journey, internal data show that Upptäcka is not used to its full potential, especially when compared with other Belgian IKEA stores such as Zaventem. The aim of this research is therefore to understand the reasons behind this relative underuse and to identify concrete managerial actions to strengthen the useful use of the kiosks. The study is based on a mixed-method approach with a strong qualitative focus. It combines internal IKEA documents, Upptäcka dashboards, one exploratory interview with the national programme manager, eight semi-structured interviews with managers and co-workers, a customer survey conducted with 152 visitors, field observations and a comparative visit to IKEA Zaventem. The results show that the underuse of Upptäcka is not mainly caused by a lack of equipment or by a general rejection of digital tools. It is rather linked to an incomplete appropriation of the system by both customers and teams. The main barriers identified are the strong preference for human contact, insufficient functional visibility, partial knowledge of the kiosks’ features, uneven activation by co-workers and several frictions in more advanced uses, such as Full Serve orders or delivery options. The recommendations therefore focus on better activating the existing system instead of adding more technology. They include clarifying the customer value proposition, improving visibility throughout the journey, integrating Upptäcka into co-worker routines, providing short human support, reducing usage frictions and monitoring useful use through continuous improvement. The thesis concludes that Upptäcka can support customer autonomy and organisational efficiency only if it is better understood, better activated and positioned as a complement to human service rather than as a substitute.