IKEA: The Wonderful Everyday

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

How a Return to 'Creating a Better Everyday Life for the Many' Turned Out Wonderful

Executive Summary

At face value IKEA is a household name, popular within culture, and with a long record of creative marketing. But in 2013 a different story was emerging. Sales growth had halved; penetration was declining and IKEA UK looked out of step against the backdrop of rivals angling to claim its market leadership.

Objective

A new goal from IKEA global management created a real sense of urgency; stem the decline. And grow the business by at least +8% YoY to meet 2020 targets.

Scale...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands