IKEA is a furniture store chain from Sweden, and about 10% of its 424 stores are located in the U.S. These are incredibly large, high-volume stores that make IKEA the largest furniture retailer in the world. While the chain operates in 52 countries, it’s likely that many of you reading this have never been in one of its stores. Based on my visit, in addition to experiential, I would add the superlatives of inspirational and colorful in describing the store. And talking to a few shoppers, there’s a perception of great value. I estimate the Schaumburg store to be roughly 350,000 square feet, with two upper levels featuring furniture, kitchen appliances and home accessories on display, while the lower level is set up as a warehouse that contains much of the ready-to-be-assembled furniture. On the Friday afternoon I visited, the store seemed quite crowded in spite of its massive acreage. Steve Frenda, executive advisor at EnsembleIQ and Path to Purchase Institute, has been a passionate retail watcher for more than four decades. Having worked as a retailer, for a brand manufacturer and in the infotech world, he is an authority on the entire path to purchase and its changing face. Contact Steve at sfrenda@p2pi.org.