IKEA has just unveiled its first interactive catalog--it's about time, right!? This interactive site will include video content instead of just still imagery as well as the ability to interact with social media, including Pinterest and Facebook.
While IKEA is spending a fairly large portion of their advertising budget on this one tactic, it will provide them with an immense amount of consumer knowledge and behavior tracking. They'll be “able to monitor how people respond, the areas where they don’t respond, and look at how they’re using it, how many are using it and how it gets shared.” Very valuable learnings for any marketer!
I would argue this venture represents the future for many retailers. While I'm sure the format will continue to evolve as marketers learn what consumers respond to, it is a very exciting step in the right direction and shows online retailers are finally starting to get it.
For the full New York Times article and a link to the catalog visit http://mediadecoder.blogs.nytimes.com/2012/11/11/ikea-to-unveil-catalog-with-interactive-features/
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