Ikea to stop publishing catalogue after 70 years


Ikea has announced that it will no longer publish its popular catalogue after print run that lasted 70 years.


The Swedish furniture giant’s said the current edition of the Ikea Catalogue, distributed from summer this year, would be the last to be published.


The decision forms part of the retailer’s ongoing ambition to become a more digital and accessible business.


However, as a tribute and celebration of the Ikea Catalogue’s 70-year history, the retailer said it would launch a book in autumn 2021, filled with home furnishing inspiration and knowledge.


The news comes after Ikea found that its catalogue was being used less due to changing customer behaviour and media consumption.


Inter Ikea Systems BV, the worldwide Ikea franchisor, said it would cease production the catalogue – both in print and online – after it collected and considered insights from customers and shops.


“For both customers and co-workers, the Ikea Catalogue is a publication that brings a lot of emotions, memories and joy,” Inter Ikea Systems BV managing director Konrad Grüss said.


“For 70 years it has been one of our most unique and iconic products, which has inspired billions of people across the world.”


He added: “Life at home has never been more important. Over the last few years Ikea has tested new formats and ways to distribute the content of the Ikea Catalogue.


“Insights highlight that people are now planning the needs and dreams of their homes with alternative existing and new exciting tools.


“Whilst it is time to say goodbye to the Catalogue, Ikea look to the future with excitement – as this chapter closes, another one begins.


“We will now take the next steps to amplify the unique Ikea home furnishing knowledge, products and solutions in the best possible way. But we are not starting from scratch.


“Over the last few years, we have been transforming many aspects of how to reach and interact with our customers, and the work continues to find new ways, channels and formats to inspire and reach more of the many people across the world.”


Ikea said that because of its transformation scheme, which is already underway, has so far led to online retail sales increasing by 45 per cent worldwide on the back of 4 billion visits to its website.


Ikea said it has also improved digital services and launched new apps for a better customer experience.



Article courtesy of Retail Gazette here


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