IKEA has announced it has taken the ‘rational’ decision to stop publishing its retail catalogue, which has run for 70 years.
The Swedish furniture giant said the decision follows a change in customer behaviour and media consumption.
“For both customers and co-workers, the IKEA Catalogue 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 across the world,” says Konrad Grüss, managing director, Inter IKEA Systems B.V. rational.
“Turning the page with our beloved catalogue is emotional but Media consumption and customer behaviours have changed, and IKEA is already increasing digital investments while volumes and interest in the catalogue have decreased.”
IKEA says the move supports its ongoing transformation to become “more digital and accessible”.
Last year IKEA’s online retail sales increased by 45 per cent worldwide and its website welcomed more than four billion visits. At the same time, the retailer said it has improved digital services, and launched new apps for a better user experience.
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