IKEA's Marketing Strategy and Success Secrets.

Marketing Strategy

IKEA's Global Marketing Strategy Case Study.


Swedish-based IKEA is a furniture brand that offers quality and stylish products at affordable prices and gives people the experience of assembling their own furniture.

So, what components does the marketing strategy of IKEA, one of the best-known brands in the world, consist of? The IKEA marketing strategy includes elements that all small and large businesses can draw inspiration from.

So let's take a closer look at IKEA's marketing strategies.

Why Is IKEA So Successful in Marketing?

Why Is IKEA So Successful in Marketing?

Coca Cola, Nike, Apple. Even people in the farthest corners of the world know about these brands. Of course, IKEA does not fall behind these brands. Just as Coca-Cola is known for its red and cursive font, IKEA is known for its blue-yellow font written in bold letters.

It is possible to consider IKEA's marketing strategy with the concepts of originality, difference, and imagination. In addition to all this, IKEA's value proposition is also very clear.

You know, even if someone doesn't show you the photo of the product when they tell you that they bought a Lack coffee table:

This product is produced by the Swedish furniture company IKEA.
This product is ideal in terms of price/performance. Not very expensive.
This product came home disassembled.
The person who bought this product set it up.
The person who bought this product personally handled it.
The coffee table has a minimal and stylish look.

To put it another way:

IKEA's brand image is consistent from A to Z. The history, logo, colors, and stores of the brand create a direct image in people's minds.
IKEA's products are very suitable for combining with each other. This means at least one product from IKEA that all kinds of people will love.
IKEA doesn't cost money. It is a furniture brand that can get maximum efficiency in terms of price/performance.
IKEA stores are designed to inspire people browsing the store.
IKEA products are well suited to “hacking”. In other words, people can modify and improve IKEA products as they wish.
In addition, IKEA takes advantage of artificial and enriched intelligence in the field of visual marketing to the fullest and takes the customer experience to a higher level.

1. Consistent Brand Identity.

IKEA is a brand that does not take shape according to its container, exhibits its existing brand identity all over the world, and does this with great naturalness.

When you enter any IKEA store, you will see that the colors in the brand logo are predominant. Swedish meatballs are one of the main dishes at IKEA restaurant.

In other words, IKEA is a brand that can emphasize its brand identity very successfully. Reflecting the brand identity accurately both in real and virtual is effective in making IKEA an iconic brand just like Nike or Coca-Cola.

2. Emphasis on Modularity.
2. Emphasis on Modularity.

The furniture industry is a sector where customers can be offered endless options and can be considered lucky in this sense. However, a one-dimensional strategy does not give customers the opportunity to try new things and re-shop. IKEA is not like that. IKEA sells dozens of other products that can be combined with an existing product to enrich and enhance it.

If you review any product on the IKEA website, at the bottom of the page, “This product can also be used with the following products. Screw holes are compatible with the following products. ” you will see an expression of style.

This enables people to develop a product they buy according to their own tastes.

Also, when you enter the IKEA store, you are actually entering a warehouse. Since in-store logistics, transportation, and installation also belong to the customer, product prices are reduced to a reasonable level. IKEA also places a special emphasis on sustainability.

So if you have only one answer to your customers' questions and problems, think again. Make sure that the answers and options you can give them are varied. This way, people can make sure to buy from you one more time. Someone who comes to the IKEA store for the first time will very much want to come once more and "explore in much more detail".

3. Recycling.
3. Recycling.

There is such a thing as planned obsolescence, you may have heard. Firms intentionally adjust the product they produce to slow down after a certain period of time. Thus, the user has to buy the same product once again. There is no such thing at IKEA. Because IKEA does not guarantee that the products it offers will be used for a lifetime. However, IKEA attaches importance to recycling and repurpose as a brand. For example, you may have seen the famous IKEA Frakta shopping bag. This bag can even be used as dog clothing.
3. Recycling.

The products sold at IKEA are not prepared by hand, by masters. So there is no fine workmanship. On the other hand, the products sold at IKEA are both very high quality and can be used for different purposes for years. In other words, you cannot easily throw away an IKEA product because it is old or outdated. In this respect, IKEA has a brand image that attaches importance to recycling and environmental sensitivities. This makes it respected by customers.

4. Sponsored Content.

IKEA uses Youtube and Tiktok quite actively. Famous people and phenomena talk about IKEA products and convey their IKEA experiences with the video series “Easy to Assemble”. IKEA is seen as being everywhere in life.

It does this not in the sadness of advertising, but in the form of a highly visual-rich series.

5. Visual Language.
5. Visual Language.

IKEA catalogs are a very serious treasure with both their design and product images. Every photo in the catalog inspires people on how to create living spaces with IKEA products. Someone viewing the IKEA catalog can't wait to go to IKEA and design a room similar to the living spaces in the catalog.

IKEA whets people's appetite with the visual language it uses. This only happens with a catalog. When each product in the catalog is used together with other IKEA products, minimal and stylish living space is created. This proves that IKEA is very good at presenting its individual products in context.

6. Influencer Marketing.

Furniture companies attach great importance to customer loyalty. This situation is much more pronounced at IKEA.

There are areas where the sponsored content is useful, but organic content is more desirable, especially among young people. Nothing creates the effect of a genuine interaction because. In this context, IKEA cooperates with phenomena to enable its products to be used and tested, and especially to produce content that young people can enjoy.

7. Augmented Reality.

IKEA is one of the first brands to capture augmented reality technology to enrich the customer experience. Developing an application called IKEA Place that helps people understand how a product they view in the store or on the website will look at their own home, the brand adds a new dimension to people's shopping experience.

As virtual reality and augmented reality technologies become more advanced and more practical, marketers should take advantage of these technologies to improve the customer experience.

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