IKEA has realised that times are changing, as customers and media consumption have changed dramatically over the last decade.
This is why the company has decided to stop publishing, and has become more digital and accessible, adopting new ways of connecting with consumers, as they have realised that fewer and fewer people are reading their catalogue.
Over 70 years, their catalogue has become an iconic publication and proved to be a major success factor for IKEA in inspiring thousands of people. Konrad Grüss, Managing Director of Inter IKEA Systems B.V., says the catalogue is a publication that brings many emotions, memories and joys to customers and employees.
As the company points out, the knowledge and perspectives of both customers and retailers have been gathered and considered in the decision to end the magazine. Despite this, they have underlined their commitment and willingness to continue to inspire people to plan their needs and dreams at home with new existing tools.
Finally, it should be noted that the decision to end this has been due to the company’s digital transformation, as last year, online sales increased by 45% worldwide, while the website received over 4 billion visits. It should be noted that they have invested their efforts in improving digital services, however, the last catalogue will be written next autumn, where they will publish a tribute book with decoration ideas that will be made available to customers in shops.