IKEA: The IKEA audio catalogue

IKEA, a furniture retail company, avoided backless from removing the paper catalogue and increased consumer interest by creating the IKEA Audio Catalog to capture the interest of former paper catalogue users.

Introduction

For 70 years the famously hefty IKEA catalog has been a household icon. Lovingly thumbed copies could be found on coffee tables or in bathrooms, persistent sources of inspiration for customers of the beloved Swedish flat-pack giant. However, printing and distributing about 200 million copies of the around 300 page tome was starting to seem out of step with the brand's commitment to sustainability.

It was time for IKEA to say goodbye to its popular, but paper-hungry spokes-book, but as soon as the news got out, fans were up in arms. We had to counter negative conversation with attention,...

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