Ikea Exec: Selling Via Instagram Creates Personalized User Experience

At the 2015 Mobile Marketing Association Forum in New York, Victor Bayata, head of mobile solutions at Ikea, revealed that focusing locally and selling through Instagram are key to the retailer's mobile strategy. During the "Why Does Major Big-Box Marketer IKEA Need an App?" session, Bayata explained that the furniture retailer focuses on what's important for each demographic on a local level but also keeps in mind that anything mobile is instantly on a global level. This was displayed when the United States division of Ikea sold merchandise through its Instagram page.