It was clear that many people knew about Ikea from television ads, Goldberg said, \"And we think that it's a really big part of what consumers are recognizing about Ikea in the market, so we think it's fundamentally important for us as a company to be able to continue to communicate with consumers in different channels.\"
Some brands have tried to capture the same emotional connections with consumers that they had in print, he said, \"But I think Ikea's kind of pulling a new way forward, where the focus is on providing the right information in the right format at the right time, rather than trying to evoke an emotional response.\"
Ikea is best known for its furniture and home furnishing catalogs. It also sells computer software and printed goods such as, clothes, books, stained glass, and jewelry. Ikea also owns 10% of the famous Swedish furniture retailer Scania.
The function of all these new applications is to drive sales for Ikea by creating more awareness of items, both in person and online. Ikea had launched the first TV campaign, \"Unbring,\" in 2002 and on the Internet in 2010, focusing on sustainability and going green, including removing all forms of materials from its products, digitizing over 500 magazines and a handful of books, and using only renewable energy to power all its stores. 7211a4ac4a