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 ba