Like so many others, IKEA is moving toward a marketing strategy less reliant on print and more focused on experiences.
This year, the furniture retailer will ship 50 percent fewer catalogs to customers and instead invest that money into digital billboards and pop-up shops in some of the bigger markets.
“We’re sharing content in new ways because consumers are consuming content in new ways,” explains Kendra Ferguson, media project manager for Ikea North America, which is headquartered in Conshohocken, Pennsylvania. “We’re doing more digital and having experiences so people can interact with us more.”
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