IKEA is well-versed in running communication technology-based marketing campaigns. Now recently, with a view to further boosting follower engagement around the launch of its 2016 catalogue in Canada, the furniture retailer has linked up with Twitter, and has been installing temporary automatic distributors that enable consumers to obtain rewards.

IKEA ‘vending machines’ enable customers to tweet for prizes

Augmented reality, web series, blogs, online communities and more – Sweden-based furniture store IKEA seems to be making good use of all digital marketing and communication tools. In fact the line between online and offline is becoming rather blurred. Sure enough, the company has given the launch of its 2016 catalogue in Canada an extra tech-twist.  Starting on 20 August, visitors to IKEA stores in twelve cities in Canada have found some rather unusual ‘vending machines’ installed. At the push of a button, the visitor can obtain a PIN, which s/he can immediately tweet to @IKEACanada using the hashtag #GrabLifeByTheCatalogue (#MordezDansLaVieAPleinCatalogue for French-speaking Canadians). The automatic distributor then gives out rewards, including gift cards with a value of up to $250 for some lucky winners, food vouchers for IKEA restaurants and other prizes.

IKEA Canada President Stefan Sjöstrand points out that using social networks to reach Canadian consumers was the obvious thing to do since the company is already fully committed to the social networks and likes to communicate via social media. In an interview with Marketing.ca he underlined: “We have 25 million visitors in our stores every year and this year we’ll reach 75 million visitors on the web. That means we need to transform ourselves from being a single retailer to become a true multi-channel retailer. [To do so], we must become more active on social media… to really engage and inspire the customer”.

By Aurore Geraud
Senior Editor & Analyst