Christopher Riedel is Digital Portfolio & Deployment Leader at IKEA Germany, where he drives digital transformation in retail – pragmatically, with a people-centric approach, and with a clear focus on real impact. With 15 years of experience in the furniture retail sector in roles related to e-commerce, marketing, and digital, he knows exactly what it takes not just to implement technology, but to truly bring it to life. He is responsible for the digital roadmap for IKEA Germany and leads a team that brings together people, processes, and technology every day: from launching new websites and apps to AI-powered solutions that noticeably improve the everyday lives of customers and employees.