This depends on how much traffic your expecting to pull from multiple regions.
If you know that you'll be getting traffic from all over the world and they will all be contributing significantly towards your goals (revenue or form sign ups etc) then following the example you have provided is a good tried and tested way to instantly engage and increase conversion rates with your audience.
But to answer you directly - yes this is unnecessary for smaller sites if by smaller you mean lower traffic and lesser dev resources to actually create a different landing page per region you expect your visitors to come from.
Of course, with all of these 'it depends' answers you get in the realm of UX, the only real way to answer this question for your website and your users is to TEST each option. One good test is worth a thousand expert opinions. Just because something works for IKEA, doesn't guarantee it will work for any other company.