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IKEA is one of the major brands currently using digital technology to improve its relationships with customers. Recognising that purchases are increasingly made online, the company has taken the opportunity to engage shoppers more with their physical stores and products. Considered a sort of 'bible' among many furniture lovers, IKEA injected new life into its catalogue, now accompanied by a video introducing 'A New Kind of Catalogue'. Shoppers are urged to download an app that makes pages 'come alive' when a smartphone image is scanned for extra content. Inspirational videos allow readers to move furniture around or see it from different angles, all while telling short stories about IKEA and how it products are created. It's possible to bookmark, add content and share pages – giving IKEA a clever and extended marketing tool. With the suggestion that the company might go further, this is just the beginning in allowing consumers to customise IKEA's furniture or even design their own items, and having them produced at workshops close to home. The possibility is similar to that suggested by Janus Sandsgaard, chief policy adviser at the Danish Chamber of Commerce (Dansk Erhverv). Sandsgaard predicts that the next big thing to hit the global digital market is a growing trend for using 3D print to design personalised products. "One day it might be a spare part for blinds or coloured corkscrew for the water bottle. Or even a tailor-made kneecap for you at the hospital," he said. Another company mastering digital forces to reimagine its business is Danske Bank, which significantly invested in a newly designed series of user-friendly digital services such as web-based meetings for both individual and businesses customers, and producing an online banking guide – previously unheard of in the banking industry. MobilePay, one of its most popular services with over a million users, features a dashboard-style design and was named App of the Year 2013 at Danish App Awards. Enabling people to pay before they reach the till, it is now about to be rolled out at Dansk Supermarked - Denmark's biggest retailer. Head of business development at Danske Bank Personal Banking, Jesper Nielsen, said: "We saw how the use of mobile phones was going everywhere – and drew the conclusion we had to offer mobile payments to keep up with developments. It was difficult for six banks in Denmark to all agree on a scheme, so we decided to go our own way with MobilePay and put our own stamp on it. Y ou don't have to be a clairvoyant to see that digital technology across the Nordic region is key to customer connectivity. According to Eurostat, last year, across EU states Denmark had the highest proportion of individuals using the internet every day or almost every day (84%), followed closely by Sweden with 81% and Finland with 80%.

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