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The role of the new IKEA CatalogueThe role of the new IKEA CatalogueStefan Svensson

Inter IKEA Systems B V

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Inter IKEA Systems B.V. Media Production

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To create a better everyday lifefor the many people.for the many people.

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We shall offer a wide range of well designed, functional home furnishing products,g p ,at prices so low that as many people as possiblewill be able to afford them.

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It started with mail-order more than 60 years agoin the province of Småland in southern Sweden.

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Mail order needed a showroom to demonstrate”quality and price” in real life.

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Later on… the showroom needed an invitation.

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IKEA of Sweden AB

Creating the home

ComissionInter IKEA Systems B.V.

Owner of the IKEA Conceptfurnishing offer

Purchase andproduction rights

Owner of the IKEA Concept

Franchising

AuthorisationIKEA Supply AG

IKEA Distributors

All IKEA retailers

IKEA Distributors

Sales of productsMarketing and selling

the IKEA rangeInter IKEA Distributors

Sales of products

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The worlds largest, annual printed matter…

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…distributed to 200 000 000 householdsand read by more than 500 000 000 potential customerspotential customers

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The way ahead, y ,Creating the IKEA catalogue

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1 creative agency and

1 production agency…

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1 h t t di / t li d h t h1 photo studio / centralised photography…

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6 paper suppliers…(105 000 f h b d (105.000 tons for the body, 4.000 tons for the cover).

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23 i ti l t / 40 23 printing plants / 40 presses…

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35 binderies…

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Within a month, 212.000.000catalogues are ready to be distributed…

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Web supplier Paper Mill Artwork/Repro Gravure Printer Offset Printer

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Wh ?Why?

To build the IKEA brand,To drive traffic to IKEA

andTo stimulate people’s interest in life at

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home

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… So what is new?

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A new kind of catalogue A new kind of catalogue http://www.youtube.com/watch?v=0dS5L7zHv74&feature=plcp

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Scan print catalogue that have scanning icons©

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This is not a QR-code but image recognition. Therefore, you need to scan the whole page not theto scan the whole page, not the symbol itself to recognize a page and retrieve extended content!

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From SCA+t LWCto LWC

From 54 to 57 gsm57 gsm

From 372 to 324 pages

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…but not only a printedy pCatalogue…

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Digital Catalogue Package©

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Web/mobile web Catalogue Catalogue WidgetWeb/mobile web Catalogue Catalogue Widget

Catalogue Apps

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Objectives digital IKEA Catalogue©

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• Increase reach of the IKEA Catalogueto consumers outside the PMA

• Allow the IKEA Catalogue to reach areasinside the PMA not covered by distributionor facing distribution challengesP id th IKEA C t l t h f t d it i • Provide the IKEA Catalogue to consumers who prefer to read it in digital format

StrengthsStrengths

• Live product data can be shown

• Additional content can be added

• Access to the IKEA Catalogue when the consumer don’t have a printed copy at hand

• Use as an online marketing tool to drive traffic to IKEA

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Facts and figures – IKEA Catalogue App©

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• 5.800.000 installs for IKEA Catalogue 2012 version

• So far, 4.500.000 installs of IKEA Catalogue 2013 version

• Within top 1% of all Apps in iTunes• Within top 1% of all Apps in iTunes

• 4.5/5 stars iTunes App Store

• 3.6/5 stars Google Play Store

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Why?

To invite the many people to IKEA!

Thank you!

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Thank you!