Brand strategy instead of discount wars at IKEA
IKEA wins the German Marketing Award 2026. Verena Gründel explains why the furniture company is clearly outperforming its competitors with its consistency and omnichannel strategy.
Why strategic discipline sells more than Prosecco at the entrance
Congratulations to IKEA. The furniture brand won the award for best brand at the German Marketing Awards yesterday. And honestly, that’s no surprise. Hardly any other furniture retailer combines brand, business model, and digital strategy as consistently as the Swedes.
While many competitors still rely on discount wars, IKEA focuses on relevance. Just last weekend, I was in a large furniture store in Munich myself. It was Valentine’s Day and there was Prosecco at the entrance, waffles, 35 percent off everything, and 50 Euros cashback.
These permanent sales shape the market and dominate communication in the industry. But when everything is reduced, the price loses its power – and the brand loses its value. Who would buy a sofa at list price?
IKEA takes a different approach. Of course, price is also an issue there. But never in a desperate way. In fact, it is part of the DNA: IKEA offers democratic design for many. This brand idea has been crystal clear for decades. And that is precisely the core of excellent marketing: consistency across all touchpoints.
The difference is particularly clear in delivery times and service. While customers at some furniture stores still have to wait twelve or sixteen weeks for a sofa, IKEA relies on logistical intelligence. Real-time availability in the app, click & collect, transparent processes – digital strategies reduce friction.
IKEA thinks omnichannel. The app is a planner, AR tool, and loyalty program all in one. Rooms are configured virtually, and products are projected into your own living room. Here, digital is not an add-on, but a problem solver.
The award for IKEA is therefore more than just a prize for good communication. It is recognition for strategic discipline.
Because it’s not Prosecco that sells furniture. It’s clarity, consistency, and a well-thought-out digital strategy.
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