Don’t be alarmed if you don’t find an IKEA catalogue delivered to you door, for the first time, IKEA Australia has made the decision not to distribute its 2020 catalogue via letterboxes and is instead exploring new ways to bring its contents to customers.
While customers can still get their hands on the original format of the IKEA Catalogue, copies will only be available for pick-up in-store. This will allow co-workers to help bring its contents to life for customers while they are shopping.
A more dynamic version of the digital catalogue has been developed and provides tools and resources to help inspire customers on the solutions they need for their homes, with the bedrooms in focus.
Ryan Burman, Country Commercial Activity Leader for IKEA Australia says: “The way that customers want to receive and interact with content is changing and we, as a business, need to meet these changing needs. That is why we have decided not to distribute the catalogue via customer’s letterboxes as we have in previous years.
“The value of the content within the IKEA catalogue is richer than ever before, and with the provision of an expansive digital version, in addition to the original format delivered alongside the range in store, we feel customers will gain even more from the 2020 version of the IKEA Catalogue.”
The IKEA Catalogue 2020 presents the importance and joy of getting a great night’s sleep, and some of the easy ways to make it happen in the home. In addition to sleep advice, customers will be able to interact with content such as ‘How To’s’ and videos. There will also be opportunities to shop the range while viewing the IKEA catalogue online.
There are six different homes in this year’s catalogue, created based on universal, core emotional needs related to homes. Each year, IKEA conducts in-depth interviews and home visits with people around the world. Through research, IKEA has identified emotional needs that, if fulfilled, make for better a life at home.
Life at home varies in different parts of the world, so to help make the solutions resonate with as many people as possible, IKEA designers from multiple countries have worked to co-create one of the homes featured in the catalogue.
With hundreds of new products featured in the new IKEA Catalogue, customers can find the solutions and advice for creating a better life at home, both in, and out of the bedroom.
The 5 emotional needs of home It’s a subtle shift but one that makes all the difference: going from simply being at home to feeling at home. IKEA research has discovered that a third of people today say that there are places where they feel more at home than the space they actually live in.
IKEA has identified five core emotional needs that IKEA believes are what people mean when they talk about the feeling of home.
1. Belonging; is about feeling part of a group of people who accept you for who you really are and places that reflect you.
2. Ownership; isn’t just about deeds and mortgages, it’s about having a sense of control over the space and place you live in.
3. Security; is about feeling safe and grounded not about the locks on the door.
4. Comfort; is about feeling content and at ease in your surroundings.
5. Privacy; is about having control over where and how you can disconnect and reflect.
Arrnott Olssen
