With the new catalogue, users can download an app on their smart phone or tablet. In the top right corner of certain pages in the catalogue is a mobile symbol. By activating the app and holding it over the catalogue users see additional content, such as different furniture designs, different paint colours, and so on.
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| The Ikea Catalogue App in action ~ Image courtesy of Gadget Lab |
On the day I read the article, I receive the new Ikea catalogue in the mail. I downloaded the app, held it over the page, and waited. Nothing happened! Hmm.... read instructions, tried again... nothing. Tried another page. I watched the choppy image as I slowly scanned the page, and suddenly a new image appeared. I had to hold the phone still over a very small section of page to see anything. Deflated, I gave up.
The challenge for companies is to come up with ways to use technology to interact with the customer in unique ways. Ikea came up with the idea, but the execution was poor. In 2012, consumers expect nearly flawless technology, and have little patience when things don't work as advertised. If your execution is poor, and consumers disappointed, your idea becomes a waste of money.
Although I will still shop there in the future, I am disappointed with Ikea's execution of this app. I doubt the poor execution will result in lower sales, but it's unlikely to produce any surge. What could Ikea have done differently? They could have used QR codes to unlock extra content, or trialed the app on their specialty catalogues, such as the mattress catalogue, first.
Did you try the new Ikea catalogue app? What was your experience? Has it changed your perceptions of Ikea? What do you think Ikea could have done differently?
