It doesn’t make the most beautiful or unique furniture in the world. MADE was good for that, but we won’t dig up painful memories.

IKEA has these marketing tricks up its meatball-drenched sleeve that make you and me fall in love (fall förälskad - if Google Translate got it right) with that jumbo, view-blocking building. 

Some of these tricks are obvious. Some might surprise you*. All are genius.

*I just realised that sounded like a very clickbaity headline. Sorry. Worked though, didn’t it?

IKEA wears its roots proudly

From its bold brand colours inspired by the Swedish flag to the cute ‘Hej!’ (“hey”) in the online account corner, IKEA celebrates its heritage. This goes right down to the food it serves up in its cafes - “a modern taste of Sweden”. 

Don’t try and tell me you’ve never gone there solely for a hotdog or some meatballs.

By bringing its history into just about everything it does, IKEA immediately stands out from every other furniture shop. 

‍Its story began in a small town called Småland in 1943. The locals there are said to be ‘thrifty and innovative, with a “no-nonsense” approach to everyday problem solving’. The apple doesn’t fall far from the glossy white pine tree.

IKEA makes you feel at home

As soon as you float up those escalators, you’re inserted straight into a home environment. A modern kitchen with all the utensils you need to cook up something delicious. A cosy living room filled with mood lighting, an inviting couch, even family photos.

The baby aisle smells like baby lotion. The home aisle smells like scented candles. 

The copy itself invites you to venture into each carefully-designed room like it was a real-life, not a shopping scenario: “Step into a pared-back apartment in the city.” Ooh, I feel like I’m about to have a glass of wine in my new trendy friend’s place, you think.

You’re supposed to feel good in each room, which is supposed to make you want the things in there. The original immersive shopping experience, before VR came along.

IKEA builds its marketing strategy around sophisticated customer research

Sending out a few surveys every now and again? Not good enough.

IKEA gets stuck right into the market. It actually sends design experts into people’s homes, where they’re comfortable enough to be honest about their concerns and feedback. This qualitative approach to research means the team can make marketing decisions based on people’s real-life experiences, since it’s so easy for people to jot down whatever to get through a survey quicker.

They’re proactive and forever in step with their customers.

“The IKEA effect” is real

It turns out that flat-pack furniture isn’t the devil you thought it was. In fact, researchers found that people are willing to fork out 63% more for furniture they assembled themselves. 

This odd phenomenon is also known as effort justification; you place more value on something you worked harder for. So, if you built it yourself, you’ll love it. And you’ll tell everyone who walks through the front door you did it all yourself.

The circular showroom design forces you to explore every department

Don’t want kids? Don’t care - look at these cool bunk beds anyway. Work in a garage? Doesn’t matter - check out these home office desks.

The IKEA store itself is designed (by a genius) as a circular showroom, complete with direction arrows. It’s so difficult to turn around and go against the crowd, that you can’t always just go back and grab something. It convinces you to buy more because your brain believes you only get one chance to make a purchase.

Should we be outraged? Yes. In theory, this layout is draining and annoying. In reality, we don’t mind. It’s made so pleasant by the nice smells and the achievable home decor inspiration, that we just go with that Swedish flow.

IKEA’s brand voice nails cheeky minimalism

From its website to its store to its Instagram page, IKEA uses tongue-in-cheek humour and maintains a light-hearted, familiar tone.

…Like this ad, which shows how IKEA understands how its audience really uses scrap pieces of paper while introducing its sustainability efforts.

…And this painfully cute Instagram caption.

…And the wordplay and familiar tone that runs through the whole IKEA website.

Find your voice

Rich history or not, every single brand can find a unique voice that makes their customers instantly think ahh, I know you. Find your position, build trust and grow your brand with consistency - brand voice development and copywriting are more important than you might think.

Email amy@thecopyhouse.uk if you’re struggling to find your voice.

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Cover photo: Wikimedia Commons