IKEA Catalogue: A roommate worth having

This case study explains how Ikea, the furniture and homewares retailer, increased interest in its catalogues in Australia to boost sales.

IKEA Catalogue: A roommate worth having

Principal authors: Mihir Warty and Jane Dorsett, Lowe Counsel; Michelle Vickerstaff and Derry Simpson, 303Lowe; Natalie Chalmers and Nigel Richardson, IKEA WA/SAContributing authors: Simon Langley, Richard Berney, Francesca Hope, Jane Orchard, Aaron Collyer, Helen King, Holly Kemp, Alan Taylor and Rob Forsyth, 303Lowe

1. Introduction

For IKEA, the world's largest furniture retailer, the launch of its catalogue sets the commercial tone for its whole year. However, research was showing that in Western Australia and South Australia recall of the IKEA catalogue had slumped to an all-time low in 2010. This paper...

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