IKEA is permanently slashing the prices of half of its range by an average of, with thousands of products returning to pre-pandemic price levels. The brand is running a 360-degree campaign to promote the reductions under the slogan: “More joy for less!”.
As IKEA emphasises in the announcement, the new lower prices represent the largest investment in the company’s history in Poland, reaching a value of half a billion PLN. The price cuts are a response to current economic challenges and the need for households to save money.
The bold business decision to invest PLN 500 million in price reductions is a return to IKEA’s roots, namely affordability for the largest possible group of customers. “We know that for many people, the current uncertain times are causing them to put their home improvement decisions on hold. That’s why we want to help our customers shop for their home and make it even more fun while saving money at the same time – in line with the motto: ‘Pay less, have more fun”, emphasises Katarzyna Piwowarczyk, Marketing Director of IKEA Retail in Poland.
“Such a large investment was possible thanks to stabilisation in the supply chain, normalisation of raw material and energy prices, and internal optimisation activities at IKEA. We believe that our approach, supported by a highly visible campaign, will encourage people to visit both our shops and IKEA.co.uk. In this way we want to show once again that IKEA is a better-conceived home”, adds Katarzyna Piwowarczyk.
The introduction of the new lower prices is accompanied by an extensive marketing campaign – currently as much as 90 % of IKEA’s external communication is focused around this topic. Information about the new lower prices reaches consumers in many ways, both in the virtual space and on outdoor media. As IKEA reports, the main aim of the activities is to highlight the joy of furnishing. In the campaign we can see the use of multiple images and exaggerations, all in order to highlight one of the company’s greatest assets – functional design.
Adrian Andrzejewski