Ikea (IKEA), a global Swedish brand, has an exceptional position in the world of furniture making and Home Decoration Design and is one of the largest furniture companies in the world. A large part of this success is due to a unique and innovative strategy in brand building.
Ikea was founded in 1943 in a suburb of Stockholm, Sweden. Its main founder is Ingvar Kamprad, who started working in the sale of retail products in the field of home furniture in 1943, having bought a truck of miscellaneous goods and began to sell it on the local market. The name “Ikea” is an abbreviation of his name and the name of the farm (ilmetard Agnar Kamprad) where he grew up, which is located in the village of ilmetard near Old ammetad in Sweden.
Initially, Ikea was focused on the sale of home furnishings and home decoration products, but soon began to develop its own style of product design and distribution. In 1956, IKEA introduced an innovative concept of ready-to-assemble furniture, which allows customers to purchase furniture at relatively low prices and assemble it themselves at home, which led to great success.
Since then, Ikea has grown rapidly and become a global brand with stores in most countries around the world. Ikea has continuously evolved in multiple areas including product design, marketing and innovation, while maintaining low prices and quality. Ikea is also increasingly focusing on sustainability and social responsibility issues, and considers this an essential part of its corporate identity.
Here’s an overview of the history of IKEA:
1943: IKEA was founded in its original name “Ikea furniture goods store” (IKEA Möbel), in the city of almholm, Sweden, by Ingvar Kamprad.
1951: the first IKEA showroom was opened in gunneburg, Sweden.
1956: the concept of ready-to-assemble furniture (Flat-pack furniture) was introduced, a concept that allows saving transportation costs and facilitating Assembly at home.
1960s: Ikea began to expand internationally, opening stores in Norway, Denmark and Germany.
1970s-1980s: IKEA continued its global expansion, with new stores opening in Europe, North America and Asia.
1990s-2000s: IKEA expanded further into emerging markets such as China and Russia, increasing its product range to include a variety of home decoration and furniture.
2010s: IKEA continued to expand globally, increased focus on sustainability and innovation in product design.
2020s: IKEA continued to expand its global reach, focusing on improving the customer experience and sustainability.
During its career, Ikea has succeeded in changing the furniture industry with its unique and innovative concept of ready-to-assemble furniture, building strong relationships with customers by offering high-quality products at affordable prices.
Ikea (IKEA) relies on a comprehensive marketing strategy that includes many important elements.
Here’s an overview of some aspects of IKEA’s marketing strategy:
1.Product design and prices:
IKEA relies on designing its products in such a way as to combine practical functionality and attractive design at affordable prices, which attracts a huge number of customers.
2.Customer experience in the store:
IKEA provides a unique shopping experience, where customers can enjoy viewing the exhibited furniture in different environments, enabling them to imagine how these furniture will look in their homes.
3.Catalog and website marketing:
Ikea offers periodic catalogs presenting its products and decor design ideas. In addition, the IKEA website offers a convenient and easy-to-use online shopping experience.
4.Social marketing and advertising:
IKEA actively uses social media to interact with customers and offer ideas and tips for home design. Television advertising campaigns and print ads are also used to increase brand awareness and new products.
5.Orientation towards social and environmental responsibility:
IKEA relies on marketing the sustainability of its products and its efforts in preserving the environment, attracting a wide category of customers interested in environmental and social issues.
6.Loyalty programs and promotions:
Ikea offers loyalty programs and promotions to attract repeat customers and increase demand for new products.
Conclusion
IKEA’s marketing strategy is based on providing quality products at affordable prices, offering a unique shopping experience, using social media and advertising to build brand and product awareness, as well as focusing on sustainability and social responsibility.
IKEA’s brand-building strategy is a model for success in the world of marketing and product design. Using its practical designs, unique customer experience, creative marketing, commitment to sustainability and social responsibility, IKEA continues to attract customers and build strong relationships with them, making it an exceptional and reliable brand in the furniture industry and Home Decoration Design.
