This document discusses IKEA's retail model and strategies. It begins by providing an overview of IKEA as a home furnishing retailer that targets customers focused on price. It operates as a hypermarket retail format in Europe, US, and Asia. The document then discusses IKEA's status in the retail industry life cycle and its use of atmosphere marketing techniques like smells, music, lighting, and staff uniforms to create a comfortable shopping environment. It also mentions IKEA's use of pop-up stores in airports and train stations. In conclusion, it identifies five keys to IKEA's success: its catalogue, low-cost suppliers, memorable sales model, additional services like restaurants, and focus on women customers.