Ikea has been quietly getting on with its own take on multichannel innovation, and its latest offering - a 2014 catalogue with augmented reality - is unique.
Ikea has been quietly getting on with its own take on multichannel innovation, and its latest offering - a 2014 catalogue with augmented reality - is unique.
The furniture giant’s ecommerce offer is certainly not its strength - Ikea is far more interested in getting shoppers into its stores - but Ikea’s marketing has always been ahead of the pack and its approach to marketing-related technology is no different.
The retailer is rolling out its print 2014 catalogue in August with a theme of ‘All Moments Count’, and 90 products will have an augmented-reality icon on their pages. Each of these products can be transposed into the shopper’s home using the augmented-reality technology. An Ikea mobile app will also provide a similar service.
The technology’s success will depend on how seamless it is - shoppers won’t hang around if it doesn’t work. The great thing about the service is that Ikea is thinking carefully about how the technology suits its shoppers, something all retailers should emulate.
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