After a truly impressive 70-year run, the IKEA furniture titan has has stopped its printed catalog and will focus more on digital advertising. The company made the tough decision after seeing a decline in catalog readership, but will commemorate its iconic catalogs with a book launch in fall 2021.
“For customers and colleagues, the IKEA catalog is a publication that brings a lot of emotions, memories and joy. For 70 years, it has been one of our most unique and iconic products, which has inspired billions of people around the world. Turning the page with our beloved catalog is actually a natural process as media consumption and customer behaviors have changed ”, says Konrad Gruss, Managing Director of Inter IKEA Systems, BV“ In order to reach and interacting with the many people we will continue to inspire with our furnishing solutions in new ways. “
Although it initially resisted online shopping, IKEA had little choice but to lean on it recently, especially this year with the pandemic. The company has been working to improve its mobile apps so that customers can more easily browse and purchase furniture, and it is opening smaller stores in city centers in an effort to reach more customers.
In 2016, over 200 million IKEA catalogs were printed and distributed in 32 languages. A BBC documentary claimed the catalog was the largest publication in the world, with more copies published than the Quran or the Bible since its inception in 1951.