IKEA Marketing Strategy: 7 Tactics and Takeaways
Summary
Over the years, IKEA has become a favored furniture brand for an impressively wide customer base, from college students acquiring their requisite first futon to long-time homeowners who need a new bookcase or crib. Each element of IKEA’s outreach strategy is carefully curated to support its brand identity and to create memorable customer experiences: • The company employs a consistent and easily recognizable theme, from its product names to its color scheme. While the beds and desks you’ll find at IKEA aren’t handcrafted by experts who pledge a lifelong guarantee tethered to their personal honor, the company still provides its customers with products that are built to last. That said, the IKEA-sponsored comedic series “Easy to Assemble” was a bold, odd, irreverent and ambitious undertaking that featured talented celebrities like Illeana Douglas, Jeff Goldblum, Jane Lynch and others. Sponsored digital marketing campaigns have their uses, but organic influencer appeal may just be the way forward for increasingly skeptical millennials, not to mention the socially savvy contingent known as Gen Z.