IKEA has announced to end the production of its print and digital catalogue after 70 years as a part of its ongoing endeavours to go more digital and accessible to the customers.
According to the company, it distributed over 200 million copies of the catalogue in over 50 markets at its peak time in 2016.
The iconic catalogue of IKEA was produced by its founder Ingvar Kamprad in 1951 which, as the company says, has served billions of people across the globe.
However, as shopping habits of the ever-evolving customers are changing in an era of digitalisation, IKEA is looking for alternatives.
“In order to reach and interact with the many people, IKEA will keep inspiring with our home furnishing solutions in new ways,” said Konrad Grüss, Managing Director, Inter Ikea Systems B.V.
It’s worth mentioning here that printed marketing trend has been gradually losing its reach for last couple of years and the retail bigwigs such as Victoria’s Secret and H&M have already exited the production of their respective catalogues in order to become more eco-friendly.
This aligns well with the consumers’ requirements who have become more conscious of sustainability now than ever before.
The move of scaling back of the traditional IKEA catalogue and going towards more digital solutions has been in talks for years and the retailer, in 2018, circulated 50 per cent fewer catalogues as compared to 2017.
In autumn 2021, the retailer plans homage to its catalogue in the form of a book with tips and inspirational ideas for DIY interior design.
