Catalog and Content Marketing
The IKEA catalog — distributed to hundreds of millions of households annually for decades — was one of the most widely printed publications in human history and the primary brand touchpoint for most customers. While the physical catalog was discontinued in 2021, IKEA has invested in digital content equivalents: room inspiration apps, online planning tools, and editorial content that sustains the aspiration and discovery function the catalog served.
The IKEA store itself is the company's most powerful marketing asset. The deliberate maze layout, realistic room displays, and food offering combine to create a multi-hour brand experience that builds emotional connection, drives discovery of products customers did not know they needed, and generates social sharing of inspiring home setups that functions as earned media at scale.