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Ikea catalogue gets interactive makeover

21 November 2012
Ikea catalogue gets interactive makeover

Swedish furniture retailer Ikea has launched its first-ever interactive seasonal catalogue, just in time for the December holiday season.

The 31-page catalogue, entitled ‘Celebrate Brilliantly’, features a mix of video clips, interactive ‘style solutions’, as well as social media integration.

It offers the ability to ‘pull down’ a virtual window shade to change the look of the digital room and each item offers detailed information on the name and price of the item, as well as the option of adding to a shopping list.

The digital catalogue was produced by Philadelphia-based agency Brownstein Group, with an aim to replicate a consumer’s experience in a physical Ikea store. It is available in English and Spanish.

“The brand is built on a brick and mortar experience," says Brownstein Group brand strategy group manager Phil Edelstein. “You’re surrounded by an endless array of products that you want to touch and feel and engage with. The challenge was creating that experience when you’re not in the store.”

Ikea plans to launch a further three digital catalogues next year.

“We’re hoping that it will finally create another channel where people can experience online that wonderful experience they get in the store in a really powerful, really interactive fashion,” adds Edelstein. “We didn’t want to craft something that just sold you kitchens.”

Jenni Baker, London

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