IKEA’s Communication Strategy and the 2011 IKEA Catalog!

The 2011 IKEA Catalog arrived in the mail recently and, as usual, is jam-packed with wonderful organizing ideas! Since we are discussing communication this month, I thought I would tie in my Catalog review with a quick review of IKEA’s communications strategy.

IKEA has a fantastic website at ikea.com that is customized for 39 different countries in over 30 different languages! That alone merits nominating IKEA for a world business communication award! In addition to their website, they have a YouTube channel currently featuring 12 videos of “Swedish cooking with Jørn” and one of their latest U.S. commercials. IKEA also has a Facebook page (aimed at U.S. residents). While IKEA corporate does not appear to have a Twitter account, individual IKEA stores, like this one in Pittsburgh, do, offering coupons and special deals to followers.

IKEA applies its trademark creativity to its social networking communications strategy. To promote a store in Malmö, Sweden, IKEA used a unique Facebook strategy, posting photos of the new showroom and allowing fans to win products in the photos by tagging them with their names. The video below explains:

Despite an incredible reputation for environmental stewardship and its electronic communications capabilities, IKEA still prints a large paper Catalog each year. (Although this year the Catalog is also available as an iPhone app.) There is something wonderful about getting the Catalog. It is more fun to thumb through than just clicking through pictures on a website. I usually end up using the paper Catalog as a starting reference point but then switch to the website to find out specifics on pricing, sizes and new products.

So, without further ado, let’s get to the good stuff and review the 2011 IKEA Catalog!

First, what are some of the new products?

The KIVIK chaise is an elongated sofa that you can stretch out on and put your feet up while you are watching TV or reading. In a pinch, you could probably use it as a guest bed as well. It comes in 7 colors and the top layer is made of memory foam to comform to your body. The chaise can be mixed and matched with other pieces in the KIVIK sofa line to create the sofa of your dreams. If you are looking to reduce the number of pieces to clean and move in your family or living room, you might consider swapping a sofa and ottoman for one long chaise.

If you really need a sofa that doubles as a guest bed, however, the new KIVIK sofa-bed is a great option. It includes storage space for linens and pillows in the armrests!

The FÖRHÖJA wall cabinet is a cute little shadowbox shelf almost 10 inches deep you can use to creatively display your treasures. Here they have used it for toys, but you could put anything from photos to plants to books to china. Although the Catalog picture looks like it comes in blue, the website shows only a black or white option.

Here is another Catalog shot where the designer stacked FÖRHÖJA cabinets beneath regular kitchen cabinets to provide an open shelving appearance.

As of August 1, 2010, IKEA began phasing out incandescent light bulbs in its stores with the goal of eliminating incandescent bulbs by January 1, 2011. IKEA will continue to stock compact fluorescent bulbs, and LED lamps as well as solar powered products like the SUNNAN work lamp.  (For every SUNNAN sold, IKEA donates a lamp to UNICEF to help children in India and Pakistan to be able to read and study after dusk). New for Fall 2010, are halogen bulbs that fit standard light sockets. Halogen bulbs use 30% less energy and last 2-4 times longer than incandescent light bulbs. The new halogen bulbs seem to come in standard and chandelier/night light sizes. IKEA also offers lightbulb recycling to address any environmental concerns with disposal of new lightbulb technologies.

The GODMORGON series has a new clear storage box for cosmetics with a tilt-up cosmetic brush section. The box is designed to fit in a bathroom cabinet drawer but if your drawer is a nonstandard size it would also look attractive sitting on the counter or on a storage shelf.

The new shelf with storage drawer addition to the EKBY line is great for situations where you need to store items that need protection or are unattractive (like loose paper or miscellaneous small objects) with other solid objects you want displayed.

The RETUR series gives us another attractive and space-saving way to store recyclables. The shallow bins (about 8 inches deep) can be attached to the wall and lifted off when it is time to empty them.

In addition to all the great new products, the Catalog is full of style ideas. Here are just a few that could help you with your organization.

The designer of this living room creatively used the EKBY JÄRPEN/ EKBY BJÄRNUM shelving above the window to add more space for books. Blinds were used instead of curtains to maximize the window space.

The designer in this room did some really creative work with shelving, putting the EKBY JÄRPEN/ EKBY HÅLL shelves on the upper-half of the wall, leaving the lower half free for small furniture and photos. Isn’t it cool that the shelving also turns the corner of the room to maximize storage space!

Here’s a great jewelry storage tip from the designer of the PAX wardrobe system. Loop long necklaces in a loose knot over a closet rod!

Have some fun and take your own browse through the IKEA Catalog! What products are you most excited about for 2011? Please share in the comments.