Xath Cruz
IKEA has shown a lot of courage and boldness in their marketing and advertising but they are also practical which is exactly what their brand stands for – practicality and boldness.
This year, IKEA decided to turn a perpetually boring sales material like a catalogue to a genuine customer experience. By using available technologies, IKEA managed to give its customers a chance to see how IKEA products of their choice will look like in their homes.
The Catalogue
IKEA is adding a digital component to its annual catalogue. Customers need to download the IKEA Catalogue app that works on smartphones and tablets. Customers with the app can point their cameras on the catalogue pages with the phone symbols to unlock short movies, interactive activities and more photos that customers may mix and match.
The Product Experience
It’s not the first time that a company comes up with an app where customers get a chance to see more of the product, but there has never been a company that is more appropriate for this kind of app than IKEA. It goes with the nature of the product. People would naturally want see how their homes will look like before buying pieces of furniture and IKEA made it convenient for them. No need for people to trust their imagination or rely on Pinterest to show them an approximation of how different pieces will go together. The IKEA app will do it all.
Learnings
It’s always nice to play around with technology but the only way it will make sense is if it serves your product. New technologies are certainly going to come up in the future but the real challenge lies on how businesses will use those to benefit their customers and business.
[youtube http://www.youtube.com/watch?v=QQ8HNXtl7jQ&w=560&h=315]
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