While the vision remains the same, initiatives to improve the store experience have changed. In coming up with new features for the furniture store, the Swedish furniture maker is focusing on helping shoppers navigate through the extensive catalog of furniture choices much more easily with the help of technology. Despite Ikea's small (but big) changes such as opening 25 new stores and adding free wi-fi at the bar; Ikea has some major plans that will further provide their company with a surprising advantage that will once again separate them from other competitive retail stores. For example, Ikea is working on creating a virtual host for designer-led shopping. The idea behind this idea is to have a virtual host appear on customers' smartphones when they enter the store. For those who have chosen to take part in the experience, the virtual host will be able to guide customers through the inventory and tell the stories behind each piece. Another example of how Ikea intends to improve the store experience for its shoppers is the "gopher" idea. With this idea, in the future, shoppers will be connected wirelessly with an Ikea employee (the gopher) in the warehouse. If registered, the gopher collects all the goods that the buyer has scanned with his smartphone; once the shopper is done and pays via cell phone, the gopher prepares all the items and waits for the shopper at