Weirdly during the pandemic Ikea's shopping experience improved for me - we ordered the desk online from home, I got a text saying it woukd be ready, drove up, parked in large numbered bay in their car park, texted back which bay I was in and a employee trolleyed the whole lot over. I quite understand that they would prefer I bought lunch for my kids and ten impulse purchases but for me it was a surprising win.

If they shipped a paper catalogue and stuck to that model I can imagine people really taking to it.