Issue
IKEA’s unique in-store experience, celebrated for its sense of discovery and hands-on engagement, has long been central to its brand love and loyalty. However, the pandemic disrupted this dynamic, forcing a pivot to e-commerce, where IKEA lacked a strong competitive edge. With shoppers missing the tactile, sensory elements of in-person visits, IKEA needed to reignite its emotional connection with customers and adapt to a rapidly evolving retail landscape.

Insight

Absence makes the heart grow fonder—especially for experiences that evoke cherished memories. Consumers deeply missed the tactile aspects of shopping, with 73% citing the ability to touch and sample products and 71% highlighting the joy of spontaneous discovery as key elements they longed for. To rekindle the emotional bond, IKEA needed to activate those same sensory experiences at home.

Idea

The most powerful way to evoke a memory is through the senses. IKEA created the “Store-in-a-Box,” a miniature version of its in-store experience, designed to spark nostalgia and love for the brand. Each box delivered the sights, sounds, smells, tastes, and textures of IKEA, from its iconic Swedish meatballs to the feel of its products.

This initiative launched as a sweepstakes for IKEA Family members, incentivizing loyalty program signups. IKEA amplified the campaign with teasers across social media, leading customers to a landing page where they could enter to win. To generate buzz, boxes were also distributed to influencers and major media outlets, who shared their unboxing experiences with their audiences.

Impact

The “Store-in-a-Box” campaign successfully brought IKEA’s sensory magic into customers’ homes, strengthening emotional connections while driving digital engagement. The initiative boosted IKEA Family signups, amplified brand loyalty, and reinforced the love for IKEA even in a time when physical stores were out of reach. By blending nostalgia with innovation, IKEA proved that even in a digital-first world, meaningful connections can be felt through the power of the senses.