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The Best Buy And IKEA Partnership Everyone’s Suddenly Talking About | Fast Five Shorts · Omni Talk Retail

• 0:00
  Best
• 0:00
  Buy
• 0:00
  is
• 0:00
  debuting
• 0:01
  consultations.
• 0:02
  I
• 0:02
  can't
• 0:02
  wait
• 0:02
  to
• 0:03
  talk
• 0:03
  about
• 0:03
  this.
• 0:03
  Best
• 0:04
  Buy
• 0:04
  is
• 0:04
  debuting
• 0:05
  consultation
• 0:05
  spaces
• 0:06
  inside
• 0:06
  select
• 0:07
  IKEA
• 0:07
  stores,
• 0:08
  flipping
• 0:08
  around
• 0:08
  the
• 0:09
  retailer's
• 0:09
  existing
• 0:10
  shop
• 0:10
  and
• 0:10
  shop
• 0:10
  partnership
• 0:11
  and
• 0:11
  creating
• 0:11
  a
• 0:12
  new
• 0:12
  format
• 0:12
  where
• 0:13
  Best
• 0:13
  Buy
• 0:13
  experts
• 0:14
  live
• 0:15
  inside
• 0:15
  IKEA
• 0:16
  locations
• 0:16
  to
• 0:17
  advise
• 0:17
  on
• 0:17
  appliances
• 0:18
  and
• 0:18
  technology.
• 0:19
  I
• 0:19
  don't
• 0:19
  think
• 0:19
  they
• 0:19
  actually
• 0:20
  live.
• 0:20
  I
• 0:20
  think,
• 0:21
  I
• 0:21
  think
• 0:21
  I
• 0:21
  probably
• 0:22
  wrote
• 0:22
  that
• 0:22
  incorrectly,
• 0:23
  but
• 0:24
  that's
• 0:24
  my.
• 0:24
  I
• 0:24
  think
• 0:25
  it's
• 0:25
  quite
• 0:25
  literal,
• 0:25
  Chris.
• 0:26
  Yeah,
• 0:26
  right.
• 0:26
  Yeah,
• 0:26
  right.
• 0:27
  The
• 0:27
  geek
• 0:27
  squad
• 0:28
  is
• 0:28
  literally
• 0:28
  geeking
• 0:28
  out
• 0:29
  in
• 0:29
  ikea.
• 0:30
  According
• 0:30
  to
• 0:31
  Retail
• 0:31
  Dive,
• 0:31
  the
• 0:31
  new
• 0:32
  Best
• 0:32
  Buy
• 0:32
  consultation
• 0:33
  spaces
• 0:33
  are
• 0:33
  launching
• 0:34
  at
• 0:34
  two
• 0:34
  IKEA
• 0:35
  locations
• 0:35
  in
• 0:35
  Texas
• 0:36
  and
• 0:36
  Florida.
• 0:36
  No
• 0:37
  surprise,
• 0:37
  that
• 0:37
  seems
• 0:37
  to
• 0:37
  be
• 0:38
  where
• 0:38
  every
• 0:38
  retailer
• 0:38
  test
• 0:39
  things
• 0:39
  these
• 0:39
  days.
• 0:40
  Building
• 0:40
  on
• 0:40
  the
• 0:40
  existing
• 0:41
  IKEA
• 0:41
  at
• 0:41
  Best
• 0:41
  Buy
• 0:42
  Shop
• 0:42
  and
• 0:42
  shop
• 0:43
  partnership
• 0:43
  that
• 0:43
  also
• 0:43
  launched
• 0:44
  in
• 0:44
  2025
• 0:45
  at
• 0:45
  10
• 0:46
  Best
• 0:46
  Buy
• 0:47
  stores.
• 0:48
  The
• 0:48
  consultation
• 0:49
  spaces
• 0:49
  give
• 0:49
  IKEA
• 0:50
  shoppers
• 0:50
  direct
• 0:51
  access
• 0:51
  to
• 0:51
  Best
• 0:52
  Buy
• 0:52
  experts
• 0:52
  for
• 0:52
  product
• 0:53
  advice,
• 0:53
  consultation,
• 0:54
  guidance
• 0:55
  and
• 0:55
  ordering
• 0:55
  support
• 0:56
  on
• 0:56
  appliances
• 0:57
  and
• 0:57
  tech
• 0:58
  inside
• 0:58
  IKEA's
• 0:59
  own
• 0:59
  locations.
• 1:00
  Kelly,
• 1:01
  buy
• 1:01
  or
• 1:01
  sell
• 1:02
  the
• 1:02
  idea
• 1:03
  of
• 1:03
  Best
• 1:03
  Buy
• 1:04
  consultation
• 1:04
  spaces
• 1:05
  inside
• 1:05
  of
• 1:06
  IKEA
• 1:06
  stores.
• 1:07
  I'm
• 1:08
  buying
• 1:08
  this
• 1:08
  idea,
• 1:09
  actually.
• 1:09
  I
• 1:10
  think
• 1:10
  I'm
• 1:10
  buying
• 1:10
  it
• 1:11
  more
• 1:12
  than
• 1:12
  the
• 1:12
  other
• 1:12
  shop
• 1:13
  and
• 1:13
  shop
• 1:13
  of
• 1:13
  Best
• 1:14
  Buy
• 1:14
  and
• 1:14
  ikea.
• 1:15
  I
• 1:15
  definitely
• 1:16
  am.
• 1:16
  Okay.
• 1:16
  Yay,
• 1:17
  we
• 1:17
  have
• 1:17
  agreement.
• 1:18
  I
• 1:18
  think
• 1:18
  we're
• 1:19
  a
• 1:19
  unanimous.
• 1:19
  Chad's.
• 1:20
  Chad's
• 1:20
  clapping
• 1:21
  in
• 1:21
  the
• 1:21
  background.
• 1:21
  Yeah,
• 1:22
  we're
• 1:22
  all
• 1:22
  pumping
• 1:23
  our
• 1:23
  fists
• 1:23
  together.
• 1:24
  Awesome.
• 1:24
  I'm
• 1:25
  excited
• 1:25
  to
• 1:25
  talk
• 1:25
  about
• 1:26
  this
• 1:26
  one.
• 1:27
  I
• 1:27
  also,
• 1:28
  you
• 1:28
  know,
• 1:28
  you
• 1:28
  could
• 1:29
  actually,
• 1:29
  as
• 1:29
  a
• 1:29
  geek
• 1:30
  squad,
• 1:30
  probably
• 1:31
  live
• 1:31
  in
• 1:31
  an
• 1:31
  ikea.
• 1:32
  You've
• 1:32
  got
• 1:33
  all
• 1:33
  the
• 1:33
  rooms
• 1:33
  set
• 1:33
  up
• 1:34
  for
• 1:34
  you,
• 1:34
  but
• 1:35
  no,
• 1:35
  you've
• 1:35
  got
• 1:35
  the
• 1:35
  food.
• 1:36
  Yeah,
• 1:37
  exactly.
• 1:38
  As
• 1:39
  someone
• 1:39
  who
• 1:39
  is
• 1:39
  about
• 1:40
  to
• 1:40
  move
• 1:41
  and
• 1:41
  furnish
• 1:41
  a
• 1:42
  home,
• 1:43
  I
• 1:43
  was
• 1:43
  super
• 1:43
  excited
• 1:44
  about
• 1:44
  this
• 1:44
  headline.
• 1:45
  A
• 1:45
  couple
• 1:46
  of
• 1:46
  reasons
• 1:46
  why.
• 1:47
  So
• 1:47
  I
• 1:47
  think
• 1:48
  it's
• 1:48
  a
• 1:48
  great
• 1:48
  move
• 1:49
  for
• 1:50
  both
• 1:50
  IKEA
• 1:51
  and
• 1:51
  Best
• 1:51
  Buy.
• 1:52
  IKEA
• 1:53
  has
• 1:54
  the
• 1:55
  equity,
• 1:55
  the
• 1:55
  brand
• 1:55
  for
• 1:56
  furniture
• 1:57
  and
• 1:58
  if
• 1:58
  you're
• 1:58
  going
• 1:58
  to
• 1:58
  be
• 1:58
  doing
• 1:58
  a
• 1:59
  total
• 1:59
  home
• 1:59
  remodel,
• 2:00
  you
• 2:00
  need
• 2:00
  a
• 2:00
  lot
• 2:01
  of
• 2:01
  furniture.
• 2:01
  You're
• 2:01
  going
• 2:01
  to
• 2:01
  go
• 2:02
  to
• 2:02
  Ikea,
• 2:02
  you're
• 2:02
  going
• 2:03
  to
• 2:03
  walk
• 2:03
  around
• 2:03
  and
• 2:04
  you'll
• 2:04
  find
• 2:04
  the
• 2:04
  furniture
• 2:05
  you
• 2:05
  need.
• 2:05
  But
• 2:06
  what
• 2:06
  if
• 2:06
  you
• 2:06
  also
• 2:07
  need
• 2:07
  a
• 2:07
  fridge?
• 2:07
  You
• 2:08
  also
• 2:08
  need
• 2:08
  a
• 2:08
  TV
• 2:10
  from
• 2:11
  the
• 2:11
  consumer
• 2:11
  experience.
• 2:12
  Those
• 2:13
  are
• 2:14
  add
• 2:15
  ons
• 2:15
  things
• 2:15
  you
• 2:15
  need
• 2:15
  to
• 2:16
  the
• 2:16
  furniture,
• 2:16
  but
• 2:17
  they're
• 2:17
  not
• 2:18
  something
• 2:18
  that
• 2:18
  you
• 2:18
  associate
• 2:19
  with
• 2:19
  ikea.
• 2:20
  Tech
• 2:20
  and
• 2:20
  appliances
• 2:21
  are
• 2:22
  a
• 2:22
  bit
• 2:22
  of
• 2:22
  an
• 2:22
  adjacency
• 2:23
  for
• 2:24
  ikea.
• 2:25
  So
• 2:25
  to
• 2:25
  have
• 2:26
  Best
• 2:26
  Buy
• 2:27
  on
• 2:27
  location,
• 2:28
  to
• 2:28
  actually
• 2:29
  be
• 2:29
  able
• 2:29
  to
• 2:29
  give
• 2:30
  that
• 2:31
  in
• 2:31
  person
• 2:31
  consultation
• 2:32
  that
• 2:32
  people
• 2:33
  want
• 2:33
  and
• 2:33
  value
• 2:33
  for
• 2:34
  technology
• 2:34
  more
• 2:35
  than
• 2:35
  they
• 2:35
  probably
• 2:35
  do
• 2:36
  for
• 2:36
  furniture,
• 2:37
  I
• 2:37
  think
• 2:37
  is
• 2:37
  a
• 2:37
  great
• 2:37
  idea.
• 2:39
  Whereas
• 2:39
  when
• 2:39
  I
• 2:40
  Think
• 2:40
  about
• 2:40
  it
• 2:40
  in
• 2:40
  the
• 2:40
  reverse.
• 2:41
  You
• 2:41
  know,
• 2:42
  I
• 2:42
  need
• 2:42
  a.
• 2:43
  I
• 2:44
  might
• 2:44
  need
• 2:44
  a
• 2:44
  fridge
• 2:44
  and
• 2:45
  not
• 2:45
  be
• 2:45
  renovating
• 2:46
  my
• 2:46
  whole
• 2:46
  kitchen.
• 2:47
  But
• 2:47
  if
• 2:48
  I'm
• 2:48
  renovating
• 2:48
  my
• 2:48
  whole
• 2:49
  kitchen,
• 2:49
  I
• 2:49
  probably
• 2:50
  also
• 2:50
  want
• 2:50
  to
• 2:50
  buy
• 2:50
  a
• 2:51
  fridge.
• 2:51
  So
• 2:52
  I
• 2:52
  think
• 2:52
  it's
• 2:52
  just
• 2:52
  going
• 2:53
  to
• 2:53
  be
• 2:53
  a
• 2:53
  much
• 2:53
  more
• 2:54
  natural
• 2:55
  customer
• 2:56
  experience
• 2:56
  in
• 2:57
  how
• 2:57
  I
• 2:57
  would
• 2:58
  be
• 2:58
  buying
• 2:58
  those
• 2:58
  Two
• 2:58
  things
• 2:59
  together.
• 3:01
  100%
• 3:02
  agree,
• 3:03
  Chad.
• 3:03
  I
• 3:03
  think
• 3:04
  you
• 3:04
  do,
• 3:04
  too.
• 3:04
  Well
• 3:04
  said
• 3:05
  too,
• 3:05
  Kelly.
• 3:05
  Thank
• 3:06
  you.
• 3:06
  Yeah.
• 3:07
  Was
• 3:07
  my
• 3:07
  rousing
• 3:08
  applause
• 3:08
  not
• 3:08
  avi
• 3:09
  enough
• 3:10
  that
• 3:10
  I
• 3:10
  agree?
• 3:11
  I
• 3:11
  mean,
• 3:11
  yeah,
• 3:12
  I
• 3:12
  do
• 3:12
  agree.
• 3:13
  Let
• 3:13
  me.
• 3:13
  Let
• 3:13
  me
• 3:13
  build
• 3:13
  on
• 3:14
  that
• 3:14
  a
• 3:14
  little
• 3:14
  bit
• 3:15
  and
• 3:16
  completely
• 3:17
  agree
• 3:17
  with
• 3:17
  what
• 3:17
  Kelly
• 3:18
  said.
• 3:18
  If
• 3:19
  I
• 3:19
  think
• 3:19
  about
• 3:19
  the
• 3:19
  different
• 3:20
  store
• 3:20
  experiences,
• 3:21
  right?
• 3:21
  So
• 3:21
  even
• 3:22
  just
• 3:22
  stepping
• 3:22
  back
• 3:22
  from,
• 3:23
  like,
• 3:23
  the
• 3:23
  products
• 3:24
  themselves
• 3:24
  and
• 3:25
  which
• 3:25
  ones
• 3:25
  are.
• 3:26
  Are
• 3:26
  better
• 3:26
  attachments,
• 3:27
  right?
• 3:28
  Like
• 3:28
  the
• 3:28
  IKEA
• 3:28
  store
• 3:29
  experience,
• 3:29
  like
• 3:30
  the
• 3:30
  visit
• 3:30
  itself,
• 3:31
  it's
• 3:32
  inspirational,
• 3:33
  but,
• 3:34
  like,
• 3:34
  very
• 3:34
  overwhelming,
• 3:35
  right?
• 3:36
  Best
• 3:36
  Buy
• 3:37
  is
• 3:37
  very
• 3:38
  functional,
• 3:39
  but
• 3:39
  not
• 3:39
  particularly
• 3:40
  inspirational,
• 3:41
  right?
• 3:42
  So
• 3:42
  put
• 3:42
  them
• 3:42
  together
• 3:43
  and
• 3:43
  you
• 3:44
  solve
• 3:44
  each
• 3:44
  other's
• 3:44
  weaknesses.
• 3:45
  But
• 3:45
  I
• 3:45
  think
• 3:46
  it
• 3:46
  works
• 3:46
  better
• 3:46
  to
• 3:47
  insert
• 3:47
  practicality
• 3:49
  into
• 3:50
  IKEA
• 3:50
  than
• 3:51
  it
• 3:51
  is
• 3:51
  to
• 3:51
  try
• 3:51
  to
• 3:51
  bring
• 3:52
  inspiration
• 3:52
  to
• 3:53
  Best
• 3:53
  Buy,
• 3:53
  right?
• 3:53
  So,
• 3:54
  like,
• 3:54
  in
• 3:55
  the
• 3:55
  home
• 3:55
  space,
• 3:56
  consumers
• 3:56
  are
• 3:56
  typically
• 3:57
  shopping
• 3:58
  project
• 3:59
  first
• 4:00
  versus
• 4:00
  kind
• 4:01
  of
• 4:01
  category
• 4:02
  first,
• 4:02
  right?
• 4:02
  Kelly,
• 4:02
  you
• 4:03
  can
• 4:03
  probably
• 4:03
  attest
• 4:04
  to
• 4:04
  this.
• 4:04
  And
• 4:04
  thinking
• 4:05
  about
• 4:05
  the
• 4:05
  home
• 4:05
  now,
• 4:05
  it's
• 4:06
  what
• 4:06
  I've
• 4:06
  heard,
• 4:07
  for
• 4:07
  instance,
• 4:07
  from
• 4:08
  Wayfair
• 4:09
  executives
• 4:10
  as
• 4:10
  they've
• 4:10
  started
• 4:10
  to
• 4:11
  open
• 4:11
  up
• 4:11
  showrooms,
• 4:12
  right?
• 4:12
  But
• 4:12
  until.
• 4:13
  Until
• 4:13
  they
• 4:13
  scale,
• 4:15
  IKEA
• 4:15
  is
• 4:15
  one
• 4:16
  of
• 4:16
  the
• 4:16
  few
• 4:16
  places
• 4:16
  consumers
• 4:17
  willingly
• 4:18
  spend
• 4:18
  hours
• 4:19
  wandering
• 4:19
  around
• 4:20
  thinking
• 4:20
  about
• 4:20
  buying
• 4:21
  a
• 4:21
  new
• 4:21
  life,
• 4:22
  right?
• 4:22
  They're
• 4:22
  asking
• 4:23
  themselves,
• 4:23
  like,
• 4:23
  how
• 4:23
  do
• 4:24
  I
• 4:24
  make
• 4:24
  my
• 4:24
  home
• 4:24
  look
• 4:24
  better?
• 4:25
  With
• 4:25
  Best
• 4:26
  Buy
• 4:26
  there,
• 4:26
  they
• 4:26
  can
• 4:27
  also
• 4:27
  ask,
• 4:27
  how
• 4:27
  do
• 4:28
  I
• 4:28
  make
• 4:28
  my
• 4:28
  home
• 4:29
  work
• 4:29
  better?
• 4:30
  Right?
• 4:30
  And
• 4:31
  so
• 4:31
  putting
• 4:31
  that
• 4:32
  consultation
• 4:32
  inside
• 4:33
  ikea,
• 4:34
  like,
• 4:34
  if
• 4:35
  Best
• 4:35
  Buy
• 4:35
  can
• 4:35
  intercept
• 4:36
  consumers
• 4:36
  when
• 4:37
  they're
• 4:37
  already
• 4:37
  imagining
• 4:38
  a
• 4:38
  better
• 4:38
  version
• 4:39
  of
• 4:39
  their
• 4:39
  home,
• 4:39
  like
• 4:40
  an
• 4:40
  upgraded
• 4:41
  life,
• 4:41
  like,
• 4:42
  it's
• 4:42
  the
• 4:42
  perfect
• 4:43
  mental
• 4:43
  state
• 4:43
  to
• 4:44
  sell
• 4:44
  a
• 4:44
  $2,000
• 4:45
  television,
• 4:46
  right?
• 4:47
  So
• 4:48
  really,
• 4:48
  really
• 4:48
  smart
• 4:49
  adjacency.
• 4:50
  And
• 4:50
  so
• 4:50
  for
• 4:50
  me,
• 4:50
  it's
• 4:50
  even
• 4:51
  less
• 4:51
  about,
• 4:51
  like,
• 4:52
  electronic
• 4:52
  store
• 4:53
  inside
• 4:53
  a
• 4:54
  furniture
• 4:54
  store
• 4:54
  and
• 4:55
  more
• 4:55
  just
• 4:55
  like
• 4:56
  creating
• 4:56
  this
• 4:57
  aspirational
• 4:58
  living
• 4:59
  ecosystem
• 5:01
  100%.
• 5:02
  Well,
• 5:02
  I
• 5:02
  don't
• 5:02
  even
• 5:02
  have
• 5:03
  that
• 5:03
  much
• 5:03
  more
• 5:03
  to
• 5:03
  add.
• 5:03
  I
• 5:03
  mean,
• 5:04
  I
• 5:04
  think
• 5:04
  you.
• 5:04
  I
• 5:04
  mean,
• 5:04
  I
• 5:05
  know
• 5:05
  you
• 5:05
  two
• 5:05
  have
• 5:05
  listened
• 5:05
  to
• 5:06
  the
• 5:06
  show
• 5:06
  a
• 5:06
  lot.
• 5:06
  I
• 5:06
  mean,
• 5:06
  the
• 5:06
  number
• 5:07
  one
• 5:07
  thing
• 5:07
  I
• 5:07
  always
• 5:07
  say
• 5:07
  about
• 5:07
  the
• 5:08
  home
• 5:08
  furnishings
• 5:08
  business
• 5:09
  is
• 5:09
  it's
• 5:10
  a
• 5:10
  chore.
• 5:10
  And
• 5:11
  anyone
• 5:11
  that's
• 5:11
  going
• 5:11
  to
• 5:11
  IKEA
• 5:12
  is
• 5:12
  going
• 5:12
  to
• 5:13
  get
• 5:13
  that
• 5:13
  chore
• 5:14
  done.
• 5:15
  And
• 5:15
  so
• 5:15
  for
• 5:15
  me,
• 5:16
  it's
• 5:16
  all
• 5:16
  about
• 5:16
  probability.
• 5:17
  Like,
• 5:17
  where
• 5:17
  am
• 5:17
  I
• 5:18
  going
• 5:18
  to
• 5:18
  have
• 5:18
  the
• 5:18
  biggest
• 5:18
  hook?
• 5:19
  Am
• 5:19
  I
• 5:19
  going
• 5:19
  to
• 5:19
  have
• 5:19
  the
• 5:19
  biggest
• 5:19
  Hook
• 5:20
  trying
• 5:20
  to
• 5:21
  add
• 5:21
  on
• 5:22
  electronic
• 5:22
  support
• 5:23
  via
• 5:23
  Geek
• 5:23
  Squad
• 5:24
  or
• 5:24
  however
• 5:24
  you
• 5:24
  want
• 5:24
  to
• 5:24
  do
• 5:25
  it
• 5:25
  in
• 5:25
  an
• 5:25
  ikea,
• 5:26
  or
• 5:26
  am
• 5:26
  I
• 5:26
  going
• 5:27
  to
• 5:27
  have
• 5:27
  the
• 5:27
  ability
• 5:28
  to,
• 5:28
  in
• 5:29
  a
• 5:29
  Best
• 5:29
  Buy,
• 5:29
  sell
• 5:30
  cabinetry
• 5:30
  to
• 5:31
  someone
• 5:31
  that's
• 5:31
  going
• 5:31
  in
• 5:31
  to
• 5:32
  look
• 5:32
  for
• 5:32
  a
• 5:32
  microphone
• 5:33
  to
• 5:33
  do
• 5:33
  their
• 5:33
  podcasting
• 5:34
  better?
• 5:34
  It's
• 5:35
  definitively
• 5:36
  the
• 5:36
  former.
• 5:36
  And
• 5:36
  the
• 5:37
  other
• 5:37
  point
• 5:37
  I'd
• 5:37
  make
• 5:37
  too,
• 5:38
  I
• 5:38
  mean,
• 5:38
  it's
• 5:39
  not
• 5:39
  even
• 5:39
  close,
• 5:39
  right?
• 5:40
  I
• 5:40
  mean,
• 5:40
  Chad's
• 5:40
  laughing.
• 5:40
  It's
• 5:41
  not
• 5:41
  even
• 5:41
  close.
• 5:41
  But
• 5:42
  like,
• 5:42
  the
• 5:42
  other
• 5:42
  point
• 5:43
  I
• 5:43
  would
• 5:43
  make
• 5:43
  too
• 5:44
  is
• 5:45
  it
• 5:45
  hits
• 5:45
  Best
• 5:45
  Buy's
• 5:46
  value
• 5:46
  proposition
• 5:46
  in
• 5:47
  the
• 5:47
  marketplace,
• 5:47
  which
• 5:48
  is
• 5:48
  service
• 5:49
  and
• 5:49
  the
• 5:49
  GI
• 5:49
  Squad
• 5:50
  angle
• 5:50
  particularly.
• 5:50
  And
• 5:51
  it
• 5:51
  gets.
• 5:51
  Gives
• 5:52
  them.
• 5:53
  I
• 5:53
  particularly
• 5:53
  like
• 5:53
  this
• 5:54
  for
• 5:54
  Best
• 5:54
  Buy
• 5:54
  because
• 5:55
  it
• 5:55
  gives
• 5:55
  Best
• 5:55
  Buy
• 5:56
  another
• 5:56
  outlet
• 5:57
  to
• 5:57
  get
• 5:57
  their
• 5:57
  service,
• 5:58
  their
• 5:58
  Geek
• 5:58
  Squad
• 5:59
  hook
• 5:59
  into
• 6:00
  folks
• 6:00
  at
• 6:00
  the
• 6:01
  moment
• 6:01
  they
• 6:01
  need
• 6:02
  it
• 6:02
  most
• 6:02
  without
• 6:03
  ever
• 6:03
  having
• 6:03
  to
• 6:04
  step
• 6:04
  foot
• 6:04
  in
• 6:04
  an
• 6:05
  actual
• 6:05
  Best
• 6:05
  Buy,
• 6:06
  because
• 6:06
  that
• 6:06
  relationship
• 6:07
  can
• 6:07
  carry
• 6:07
  forward
• 6:08
  for
• 6:08
  a
• 6:09
  long
• 6:09
  time
• 6:09
  and
• 6:10
  is
• 6:10
  probably
• 6:10
  pretty
• 6:11
  profitable
• 6:11
  too,
• 6:11
  when
• 6:11
  you
• 6:11
  think
• 6:12
  about
• 6:12
  the
• 6:12
  memberships
• 6:13
  that
• 6:13
  get
• 6:13
  associated
• 6:14
  with
• 6:14
  that
• 6:14
  and
• 6:15
  the
• 6:15
  fees
• 6:15
  that
• 6:15
  are
• 6:15
  associated
• 6:16
  with
• 6:16
  that
• 6:16
  too.
• 6:16
  So
• 6:17
  it's
• 6:17
  not
• 6:17
  to
• 6:17
  counter
• 6:18
  anything
• 6:18
  we've
• 6:18
  said,
• 6:18
  but
• 6:19
  it
• 6:19
  is
• 6:19
  a
• 6:19
  little
• 6:20
  bit
• 6:20
  of
• 6:20
  an
• 6:20
  interesting
• 6:22
  dichotomy
• 6:22
  and
• 6:23
  service
• 6:23
  model,
• 6:24
  because
• 6:24
  when
• 6:24
  you
• 6:24
  think
• 6:24
  Ikea,
• 6:25
  it's
• 6:25
  great
• 6:25
  furniture,
• 6:26
  it's
• 6:26
  value,
• 6:27
  nice
• 6:28
  clean
• 6:28
  look.
• 6:29
  But
• 6:29
  they're
• 6:30
  the
• 6:30
  famous.
• 6:31
  You
• 6:31
  have
• 6:31
  to
• 6:31
  DIY
• 6:32
  the
• 6:32
  construction
• 6:33
  of
• 6:33
  this
• 6:33
  furniture,
• 6:34
  the
• 6:36
  drawings
• 6:36
  of
• 6:37
  how
• 6:37
  to
• 6:37
  build,
• 6:38
  which
• 6:38
  is
• 6:38
  actually
• 6:39
  very
• 6:39
  contrasting
• 6:40
  to
• 6:40
  the
• 6:40
  high
• 6:41
  service
• 6:41
  model
• 6:41
  of
• 6:41
  Geek
• 6:42
  Squad.
• 6:42
  So
• 6:42
  I'm,
• 6:43
  I'm
• 6:43
  curious,
• 6:44
  you
• 6:44
  know,
• 6:44
  if
• 6:44
  this
• 6:45
  continues
• 6:45
  to
• 6:45
  grow,
• 6:46
  they
• 6:46
  expand,
• 6:47
  and
• 6:47
  is
• 6:48
  that
• 6:48
  going
• 6:48
  to
• 6:48
  put
• 6:48
  some
• 6:49
  pressure
• 6:49
  on
• 6:49
  the
• 6:50
  core
• 6:50
  IKEA
• 6:50
  service
• 6:51
  model
• 6:52
  down
• 6:52
  the
• 6:52
  line
• 6:52
  or
• 6:53
  just
• 6:53
  challenging
• 6:53
  them
• 6:53
  to
• 6:54
  think
• 6:54
  about
• 6:54
  things
• 6:54
  differently?
• 6:55
  Well,
• 6:56
  that's
• 6:56
  the
• 6:56
  thing
• 6:56
  too.
• 6:57
  I
• 6:57
  think
• 6:57
  all
• 6:57
  three
• 6:58
  of
• 6:58
  us
• 6:58
  approach
• 6:58
  this
• 6:58
  from
• 6:59
  the
• 6:59
  lens
• 6:59
  of
• 7:00
  almost
• 7:00
  thinking
• 7:00
  about
• 7:00
  it
• 7:00
  like,
• 7:01
  what
• 7:01
  works
• 7:01
  best
• 7:01
  for
• 7:02
  Best
• 7:02
  Buy.
• 7:03
  And
• 7:04
  I
• 7:04
  think
• 7:04
  we
• 7:04
  probably
• 7:05
  all
• 7:05
  like
• 7:05
  it
• 7:05
  for
• 7:05
  Best
• 7:05
  Buy,
• 7:06
  but
• 7:06
  do
• 7:06
  we
• 7:06
  actually
• 7:07
  like
• 7:07
  it
• 7:07
  for
• 7:07
  ikea,
• 7:08
  or
• 7:08
  is
• 7:08
  this
• 7:08
  a
• 7:08
  harbinger
• 7:09
  of
• 7:09
  the
• 7:09
  fact
• 7:09
  that
• 7:10
  IKEA
• 7:11
  seems
• 7:11
  to
• 7:11
  be
• 7:11
  doing
• 7:11
  this
• 7:12
  kind
• 7:12
  of
• 7:12
  real
• 7:12
  estate
• 7:13
  model?
• 7:13
  You
• 7:14
  know,
• 7:14
  we
• 7:14
  talked
• 7:14
  about
• 7:14
  it
• 7:15
  with,
• 7:15
  I
• 7:15
  think
• 7:15
  it
• 7:15
  was
• 7:15
  decathlon,
• 7:16
  you
• 7:17
  know,
• 7:17
  as
• 7:17
  well,
• 7:17
  like
• 7:17
  give
• 7:18
  carving
• 7:18
  out
• 7:18
  space
• 7:18
  for
• 7:19
  them
• 7:19
  in
• 7:19
  their
• 7:19
  stores.
• 7:19
  And
• 7:19
  we
• 7:20
  were
• 7:20
  all
• 7:20
  questioning,
• 7:20
  I
• 7:20
  think,
• 7:21
  I
• 7:21
  think
• 7:21
  A&M
• 7:21
  CRG
• 7:22
  was
• 7:22
  on
• 7:22
  the
• 7:22
  show
• 7:22
  that
• 7:23
  week.
• 7:23
  And
• 7:23
  so
• 7:24
  the
• 7:24
  question
• 7:24
  then
• 7:24
  becomes,
• 7:25
  like,
• 7:25
  how
• 7:25
  much
• 7:25
  do
• 7:25
  we
• 7:25
  like
• 7:26
  this
• 7:26
  for
• 7:26
  ikea?
• 7:26
  But,
• 7:27
  you
• 7:27
  know,
• 7:27
  I
• 7:28
  don't,
• 7:28
  I
• 7:28
  don't
• 7:28
  think
• 7:28
  it's,
• 7:29
  I
• 7:29
  don't
• 7:29
  think
• 7:29
  it's,
• 7:30
  it's
• 7:30
  not
• 7:30
  going
• 7:30
  to
• 7:31
  detract
• 7:31
  from
• 7:31
  that
• 7:31
  key
• 7:32
  experience.
• 7:32
  At
• 7:32
  the
• 7:32
  end
• 7:32
  of
• 7:32
  the
• 7:32
  day,
• 7:33
  I
• 7:33
  think
• 7:33
  it's
• 7:33
  a
• 7:33
  low
• 7:33
  risk
• 7:33
  experiment.
• 7:34
  You
• 7:34
  agree?
• 7:35
  Yeah,
• 7:36
  I
• 7:36
  think
• 7:36
  it
• 7:36
  will
• 7:37
  add
• 7:37
  to
• 7:37
  the
• 7:37
  IKEA
• 7:38
  experience,
• 7:38
  certainly
• 7:39
  for,
• 7:39
  for
• 7:40
  customers
• 7:40
  as
• 7:40
  well.
• 7:41
  Maybe,
• 7:41
  maybe
• 7:42
  what
• 7:42
  you
• 7:42
  really
• 7:42
  do
• 7:42
  need
• 7:43
  is
• 7:43
  a
• 7:43
  TV
• 7:44
  and
• 7:44
  you're
• 7:44
  renovating
• 7:45
  your
• 7:46
  entertainment
• 7:47
  space.
• 7:47
  I
• 7:48
  was
• 7:48
  looking
• 7:48
  on
• 7:48
  their,
• 7:49
  their
• 7:49
  website
• 7:49
  before
• 7:50
  the
• 7:50
  podcast
• 7:50
  and
• 7:50
  I
• 7:51
  actually
• 7:51
  don't
• 7:51
  know
• 7:51
  that
• 7:51
  IKEA
• 7:52
  sells
• 7:53
  televisions.
• 7:53
  They
• 7:54
  don't
• 7:54
  have
• 7:54
  TVs
• 7:54
  on
• 7:55
  their
• 7:55
  website.
• 7:55
  So,
• 7:56
  you
• 7:56
  know,
• 7:56
  you
• 7:56
  might
• 7:56
  get,
• 7:57
  be
• 7:57
  getting
• 7:57
  more
• 7:57
  trips
• 7:58
  bringing
• 7:58
  people
• 7:58
  in,
• 7:59
  you
• 7:59
  know,
• 8:00
  by
• 8:00
  expanding
• 8:00
  the
• 8:00
  assortment
• 8:01
  as
• 8:01
  well.
• 8:01
  So
• 8:02
  I
• 8:02
  still,
• 8:02
  I
• 8:03
  definitely
• 8:03
  like
• 8:03
  it
• 8:03
  for
• 8:03
  them.
• 8:04
  I
• 8:04
  think
• 8:04
  it's
• 8:05
  an
• 8:05
  easier
• 8:06
  experiment
• 8:06
  to
• 8:06
  run
• 8:07
  too,
• 8:07
  than
• 8:07
  trying
• 8:07
  to
• 8:08
  set
• 8:08
  something
• 8:08
  up
• 8:08
  inside
• 8:09
  of
• 8:09
  a
• 8:09
  Best
• 8:09
  Buy
• 8:09
  and
• 8:10
  get
• 8:10
  that
• 8:10
  to
• 8:10
  work.
• 8:11
  I
• 8:11
  think
• 8:11
  that
• 8:11
  potentially
• 8:11
  is
• 8:12
  a
• 8:12
  lot
• 8:12
  of
• 8:12
  wasted
• 8:12
  effort
• 8:13
  too,
• 8:13
  if
• 8:13
  we
• 8:13
  stop.
• 8:14
  You
• 8:14
  agree,
• 8:15
  Chad?
• 8:15
  No,
• 8:15
  I,
• 8:16
  I
• 8:16
  absolutely.
• 8:17
  And,
• 8:17
  and
• 8:17
  to
• 8:18
  your
• 8:18
  question,
• 8:18
  I
• 8:18
  don't
• 8:19
  think
• 8:19
  it
• 8:19
  detracts
• 8:20
  at
• 8:21
  all
• 8:21
  from
• 8:21
  the
• 8:21
  overall
• 8:22
  IKEA
• 8:22
  experience.
• 8:22
  It
• 8:23
  can
• 8:23
  only
• 8:23
  serve
• 8:23
  to
• 8:24
  enhance
• 8:25
  by
• 8:25
  building
• 8:26
  more
• 8:27
  elements
• 8:27
  around
• 8:28
  kind
• 8:29
  of
• 8:29
  how
• 8:30
  customers
• 8:31
  are,
• 8:31
  are
• 8:31
  picturing
• 8:32
  their
• 8:32
  new
• 8:32
  spaces
• 8:33
  and
• 8:33
  their
• 8:33
  new
• 8:34
  lives
• 8:34
  and,
• 8:34
  you
• 8:34
  know,
• 8:35
  making
• 8:35
  it
• 8:35
  complete
• 8:36
  with
• 8:36
  the
• 8:37
  electronic
• 8:37
  stack
• 8:38
  as
• 8:38
  well.
• 8:39
  Yeah,
• 8:39
  Beware
• 8:39
  of,
• 8:40
  beware
• 8:40
  of
• 8:40
  Greeks
• 8:41
  bearing
• 8:41
  gifts
• 8:41
  too.
• 8:42
  Maybe
• 8:42
  IKEA
• 8:42
  learns
• 8:42
  how
• 8:43
  to
• 8:43
  do
• 8:43
  this
• 8:43
  and
• 8:43
  starts
• 8:43
  doing
• 8:43
  it
• 8:44
  themselves
• 8:44
  over
• 8:44
  the
• 8:44
  long
• 8:45
  run
• 8:45
  too.
• 8:45
  You
• 8:45
  never
• 8:45
  know.