Digital transformation is a profound change in business that strongly influences the opportunities of digital technologies. It affects business activities, processes, competencies, and models to create value for the customers, acquire new capabilities in response to rapidly changing market requirements, manage risk, or improve efficiency. 1. Nike decided on a digital transformation focused on enhancing brand image and customer experience. They set 3 goals, double the innovation, double the speed to market, double direct connection points to connection. 2. Ikea decided to undertake a digital transformation in 2018. To adapt to the new business model, Ikea decided to transform their store and use them also as fulfillment centers.