Pinterest: This is an obvious choice for a retailer which deals in home furnishings, as this claims to be the official ‘visual discovery tool’.

Ikea makes these pages engaging by fascinating its followers to indulge in campaigns such as celebrating the ‘Bring your Own Friends Day (BYOF). The US page alone has 2, 22,000 followers while IKEA Canada page has 6, 66,000 followers.

Twitter: IKEA has separate twitter feeds for all its country-specific twitter pages. The retailer’s social teams pose questions, links to photo albums, and post YouTube clips to increase engagement. The USA page has the highest following measuring about 3,411,985. The latest catalogue application that IKEA launched in 2014 has 59 editions.įacebook: There are a minimum of 1.5 lakh fans on each of IKEA’s country pages. “Ever since 1951 the IKEA catalogue has been a source of inspiration, a reference for home furnishing knowledge even as it (the catalogue) continues to evolve and improve, making the most of the latest possibilities,” it says. “The 2013 edition of the IKEA catalogue application was downloaded almost 10 million times!” IKEA informs. With 345 operational stores across the world (as of year 2013), IKEA’s digital marketing strategy remains almost uniform – extensive use of social media with separate country pages for respective markets and an ever increasing stress on digital catalogue applications which can be downloaded on app stores such as Google Play and the Apple store. IKEA, the world’s largest home furnishing retailer, is one of the early adopters of the digital mode of marketing and has made maximum use of the social media clubbed with massive emphasis on its digital catalogue which forms the core of the retailer’s marketing strategy. Advertising and marketing constitutes a substantial share of a retailer’s annual expenditure and TV has been the most dominant mode of campaigning until internet marketing started chipping the limelight away.

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