IKEA has launched a campaign in Poland that is unprecedented in its history in the Polish market. The company has decided to permanently reduce prices on half of its range by an average of 19%, marking a return to pre-pandemic price levels. This strategic move, dubbed "More joy for less!", aligns with IKEA's long-term goals regarding affordability and sustainable development.
IKEA goes for price cuts
The largest price investment in Poland
Such a massive price reduction is IKEA's largest investment in Poland, reaching a value of £100 million. It reflects the company's commitment to its mission of enabling as many people as possible to create a better everyday life. IKEA is responding to current economic challenges, offering real support to households struggling with the need to save money.
"The bold business decision to invest £100 million in lowering prices is a return to IKEA's roots — affordability for the widest possible group of customers. We know that for many people, the current uncertain times are causing them to hold off on decisions about improving their homes. That is why we want to help our customers with home purchases and make furnishing their homes bring them even more joy, while saving money — in line with the motto: 'Pay less, enjoy more.' Such a large investment was made possible thanks to the stabilisation of the supply chain, the normalisation of raw material and energy prices, and IKEA's internal optimisation efforts. We believe that our approach, supported by an extremely visible campaign, will encourage visits to both our stores and IKEA.co.uk. In this way, we want to once again show that IKEA is the Better thought-out home"
– emphasises Katarzyna Piwowarczyk, Marketing Director of IKEA Retail in Poland.
The "More joy for less!" campaign launches
The "More joy for less!" campaign
To effectively communicate these changes, IKEA has launched a comprehensive marketing campaign. It encompasses a wide range of activities, from traditional TV and radio spots, through an intensive presence in digital and social media, to innovative forms of outdoor advertising such as anamorphic 3D animations. The latter, displayed on large-format screens in strategic locations, such as on the Marriott hotel building in Warsaw, attract attention not only through their form but also through their interactivity and ability to engage passers-by.
Activities within IKEA Family and media
The "More joy for less!" campaign also includes a range of activities in IKEA's own media, including within the IKEA Family loyalty programme. Club members can take part in a quiz with gift cards as prizes. In addition, loyal customers receive individual discount codes that they can use for both in-store and online purchases.
Agencies responsible for the campaign
The strategy and execution of the campaign are handled by renowned agencies, including VML for the creative concept, Spokój Film for radio spot production, and Wavemaker for media buying and planning. Activities within IKEA Family are coordinated by Loyalty Point, while PR support is provided by Garden of Words and Walk PR.
IKEA's initiative is an example of how a company can respond to changing market conditions and consumer expectations, offering added value not only through product quality but also through affordable prices. It is also proof that IKEA constantly strives for innovation, not only in design but also in marketing communication and customer relations.
Key assumptions of IKEA's price reduction campaign in Poland
Summary
IKEA has reduced prices on half of its range in Poland by an average of 19%, investing £100 million. This is a response to the difficult economic situation of households and a return to pre-pandemic prices. The strategy is intended to strengthen the brand's position and customer loyalty.
The campaign combines traditional media with modern solutions, such as anamorphic 3D animations on the Marriott hotel building in Warsaw. In addition, the IKEA Family loyalty programme offers quizzes with gift cards and individual discount codes, which builds consumer engagement.
