IKEA collects data for one very specific purpose, and that is to unlock value for the customer. They don’t simply collect all the data they can, but instead on actionable data that they can then use to serve the customer’s needs. Aaron told me that they’ve built their program based on three. The first is that idea of creating value for the customer as opposed to selling more items. The second pillar is to deepen the customer relationship and to do that, I love the idea that they’re building member centric, clubs, experiences, and connections.