IKEA turns the ultimate web page of its 70-year iconic catalogue
IKEA is becoming more digital and accessible, offering new ways to connect with more people
The IKEA The catalog has a phenomenal 70 year legacy. Over the years, it has grown into an iconic and popular publication, and it has been a key success factor for the company to reach and inspire the many people around the world with interior design solutions and products. But times are changing.
The company has become more digital, more accessible, and has broken new ground to connect with more people. Customer behavior and media consumption have changed, and fewer people read the IKEA catalog today than in previous years. Inter IKEA Systems B.V., the global IKEA franchisor, has therefore made the emotional but rational decision to respectfully end the successful career of the IKEA catalog – and look to the future with excitement.
“The IKEA catalog is a publication for both customers and employees that brings a lot of emotions, memories and joy. For 70 years it has been one of our most unique and iconic products that has inspired billions of people around the world. Browsing through our beloved catalog is emotional but rational. Media consumption and customer behavior have changed, and IKEA is already increasing digital investments, while the volume and interest in catalogs have declined, "says Konrad Grüss, Managing Director of Inter IKEA Systems B.V.
Home life has never been more important. In recent years the company has been testing new formats and ways of disseminating the contents of the IKEA catalog. A wealth of knowledge and understanding from both customers and retailers of the company was gathered and considered in making the decision to ditch the IKEA catalog.
It is also clear that the inspirational content of home decor is where the magic happens and the home decor company will continue to inspire people and help them plan their needs and dreams at home with existing and new exciting tools.
“Over the past few years, the company has changed many aspects of reaching and interacting with our customers in order to meet customers everywhere. Now the work will expand the unique knowledge, products and solutions from IKEA about home furnishing in the best possible way – to inspire the many people through existing and new paths, channels and formats, ”says Konrad Grüss.
The decision to ditch the IKEA catalog goes hand in hand with the ongoing IKEA transformation of becoming more digital and accessible. Last year, the company's online retail sales grew 45% worldwide. The company's website has received more than four billion visits. At the same time, the company has improved digital services and introduced new apps for a better IKEA experience – wherever customers meet brand.
The company will honor and celebrate the fantastic story of the IKEA catalog. As a tribute, the company will make a book available to customers in stores in the fall of 2021, filled with great home furnishing inspiration and knowledge. Even so, the popular IKEA catalog as we know it today will not continue.
