IKEA, Sweden’s Jewel
Scandinavian efficiency, unique product offerings and a relaxed sense of fun infiltrate every aspect of IKEA’s worldwide empire.
The Catalogs
IKEA’s main catalog is an 8˝ x 9-3/4˝, full-color, 340-page book. Its main purpose is to drive traffic to the retail store, but at the same time it contains a rudimentary but serviceable order form with an invitation to phone or fax an order toll free. “Please include your phone number,” it requests. “A representative will call back to confirm your total price including tax and shipping.”
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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