IKEA, Sweden’s Jewel
Scandinavian efficiency, unique product offerings and a relaxed sense of fun infiltrate every aspect of IKEA’s worldwide empire.
IKEA not only enables consumers to find great ideas, but it’s a treasure trove for catalogers, too.
Actionable Tips from IKEA
• Use environmental shots: Many shoppers have a hard time imagining what a product will look like in their homes. Rather than straight cut-and-copy design, IKEA shows several products together in their natural settings, for example, a bedroom, kitchen or office. They circle each of the products, give each a number and then describe them elsewhere on the page.
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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