Ikea says goodbye to the catalog

The department store is becoming increasingly digital and is embracing new ways to reach customers. Customer behavior and media consumption are changing and the catalog was used less and less. As part of its digital transformation, it was decided to part with the successful catalog.

In recent years Ikea has tested new formats and ways to distribute the catalog.

A wealth of knowledge and insights has thus been collected. In the Netherlands, the company experimented with a greatly reduced circulation. Despite the fact that it is time to say goodbye to the catalog – an emotional, but also rational decision – Ikea is looking forward to the future.

Digital transformation

Ikea responds to rapid changes in society, such as changing customer behavior and media use. Last year, online sales rose 45 percent worldwide and was visited more than four billion times. The company also improved its digital services and launched new apps for a better experience.

70 years of catalog, a look back

• In 1951, Ingvar Kamprad, founder of Ikea, compiled the first catalog himself and distributed 285,000 copies.

• In 2000 the catalog was available for the first time in a printed and digital version.

• In 2001, the company launched e-commerce in Sweden and Denmark for the first time in its history.

• At the peak of the catalog in 2016, 200 million copies were distributed in 69 different versions, 32 languages ​​and to more than 50 markets.

• Ikea introduced an audio catalog in the Netherlands in 2019, and home tips were given this summer by the Wandandering Catalog.

• In the summer of 2020, the last printed and digital IKEA catalog was distributed.

As a tribute to the catalog, a book full of IKEA home inspiration and knowledge will be published in the autumn of 2021.


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