The U.S. national kitchen market is estimated at $35B and dominated by the home improvement stores Home Depot and Lowe’s. IKEA’s total kitchen market share (cabinets and appliances) was estimated at 2%, when looking at the spend opportunity in our PMAs only.

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IKEA’s position among consumers had strengthened in the past few years and was in second position in intent to purchase, behind only Home Depot, but kitchens per day sales had declined in the past year (since launching its new SEKTION model), and we knew we were disappointing customers with our shopping experience.

We developed a 360 campaign to improve awareness and consideration of IKEA that positioned us as the kitchen expert with a focus on the total kitchen solution, highlighting our style, quality, function, and sustainability, all at the lowest price on the market.

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The fiscal year 2017 results exceeded goals:

• $615M in kitchen sales (+12% YOY, $551M)

• 117,000 complete kitchens sold

• Rise in all key metrics: quality +21, overall price +16, range +13, durability +15, value +13,  functional products that meet my needs +11