IKEA & the Japanese clothing brand Uniqlo are pretty consistently getting it right with their online space.
IKEA because they provide real, practical, no nonsense tools that tie their product with the market – bit like their shops really.
Although IKEA made room planners before (like this one in the Netherlands, and this one especially for Barack Obama) they manage to make them useful.
Uniqlo are continually representing their fashion products online in a way that generates interest in the product, not the technology itself – which is where most brands tinkering with the digital space can be try too hard.
