How IKEA made us love furniture shopping

As a child, I dreamed of going to Disneyland. As an adult, I dream of going to IKEA.

Not because of the furniture, no. In my first flat, I attempted to put together a flatpack that took me THREE DAYS before I called my dad crying. It was a one drawer side table.

So, no, I don’t dream of going there for practical, normal people reasons.

I’m not sure if you guys have seen 500 days of Summer, and I may be exposing myself here, but you know the scene where Summer and Tom run around the furniture store pretending to play house?

Yeah. That’s my dream. And I’m currently taking applications for any cute boys or girls who want to volunteer.

KIDDING, anyway.

IKEA is not only my fantasy playground, but it’s also the Swedish company that revolutionized the furniture industry. Their success is a prime example of a brilliant marketing strategy that turned a brand into a global household name.

Let’s unpack this (see what I did there?).

IKEA’s marketing philosophy is, at its core, about customer-centricity. Their strategy stems from a commitment to understanding and catering to consumer needs at the highest level.

Before IKEA, furniture shopping was expensive, logistically difficult, and boring AF. By providing quality furniture that’s both affordable and accessible, IKEA recognised the market’s need for an easier, more functional way to shop for your home.

This philosophy is what set the foundation for their success. And it's the reason they were awarded most valuable furniture retailer in the world last year, and are adored by such a wide range of customers.

What’s IKEA without blue and yellow?

Popcorn without a movie, Ben without Jerry, sock without, well the other sock. You get where I’m going, it just don’t make sense. And there’s a reason for that. Reflecting the colours of the Swedish flag, IKEA's bright and bold branding contributes to its icon status.

The branding is instantly recognisable, no matter where you’re from in the world. It makes IKEA stand out from all the black and ‘Forest Floor Green’ furniture stores that are entirely forgettable (and overpriced.) That is the power of consistent and familiar branding.

And you know you’ve done that right when Balenciaga makes a bag inspired by your reusable FRAKTA shopping tote (which is an icon in its own right).

And that’s testament to the emphasis the brand places on sustainability. While IKEA doesn’t boast products with a life-long guarantee, their products are built to last.

Our world has long been shifting toward eco-friendliness and environmental awareness. So showcasing products that uphold these values has put IKEA on the right side of consumer history.

While IKEA's marketing IRL is obviously outstanding, their online presence is also something to note.

The brand recreated Demi Lovato’s home with their furniture, showing how you can get a ‘celebrity look without the price tag.’ They’re also quick to jump on popular trends. So IKEA definitely knows what they’re doing when it comes to social strategy.

They even jumped on the fashion week hype with this reel. So you know they’re on the money when it comes to culture.

For a heritage brand such as IKEA to remain relevant to the new wave of potential buyers is crucial to their longevity. And they’re doing it right, also partnering up with influencers for campaigns from time to time.

At each touchpoint, IKEA's commitment to understanding and catering to their consumers needs is prevalent. This has led to undeniable success and has positioned the brand as a global industry leader.

3 takeaways from IKEA's success story:

• Customer-centricity is key. The brand's success is deeply rooted in understanding and addressing their customers’ needs. It underpins everything they do.

• Know thyself. Craft a recognisable brand and remain consistent throughout all phases of your company journey. This ensures you stand out from your competitors and stay front of mind for your existing customers.

• You have to stay relevant. Through extensive research and understanding their customers, IKEA's social strategy maintains the brand’s relevance across generations.

And for the record, if any of you DO want to go frolicking through IKEA (or New Zealand’s version whatever that may be)…I’m open to suggestions.

-Sophie, Writer