Catalogue of possibilities

The announcement that Ikea is planning to cease production of its annual catalogue, the world’s largest printing job with some 220 million examples distributed worldwide, is disappointing as well as more grist to the mill for those predicting the demise of print. However, while the landmark print job may be passing into history, it does not mean that the flatpack furniture retailer no longer trusts print. 

Arguably with innovations, augmented reality for example, over the years, Ikea has done more than most to expand the possibilities of ink on paper. That not all are related to the main catalogue suggests that this tap will not be turned off. As many have found previously, smarter more targeted printed products may be more effective at a time when online activity has skyrocketed.

The company should beware, however, of thinking that it can eliminate print altogether. Its French competitor E Leclerc dropped print and almost dropped off the radar as a consequence. It has returned to print with smaller, more targeted catalogues, using augmented reality to feed dreams and allow customers to get a better idea of how the its products will fit into their homes. There may no longer be justification for 200 million identical catalogues a year but Ikea would be foolish to drop print from its marketing. And Ikea is not foolish.

Gareth Ward