IKEA was not successful in taking the US market due to three factors. One, IKEA's traditional marketing strategy, where they invest on printed catalogs versus advertisements on TV and the social media. Second, the DIY products they offer. To most consumers DIY is synonymous to cheap and low quality products. Lastly, the products of IKEA, that are mostly furnishings cannot be customized. In the age where we can have anything done to our preference, not being able to customize furnishings is a way of the past.