And what can marketers learn from its strategy? An infographic (below) from Brafton looks at elements of IKEA's approach that marketers across industries can potentially apply to their own efforts.

Ikea has announced a special stunt for 24 and 25 January: customers can win an overnight stay in one of its eight Belgian shops.

A particular theme in this endeavour comes from the IKEA hacking community, who take the products of the Swedish furniture store and use them for the basis of their work.