The Wonderful Everyday

After 25 years of growth, IKEA’s UK sales, penetration and footfall were all declining. It needed to gain more customers and get people to buy a broader range of its products. ‘The Wonderful Everyday’ strategy rejected seasonal or event-driven marketing for an always-on approach with more personalised copy. Media were chosen to reach consumers when they were most likely to be thinking of their homes. Penetration rose 10% and all IKEA product categories reported growth. It is estimated that £755m of incremental revenue was generated and the ROMI was calculated at £2.31 for every £1 invested