We all know that non of us can live without our cell phone anymore and it’s role continually changes. No longer just a means to call home now it’s your weather reporter/news aggregator/social networker/information hound.
With Ikea it can be a tool to know when the newest products are available in-store, and a mechanism to deliver digital coupons so you can save cash.
What is also interesting about this technology and the use Ikea is making of it is that it delivers a relevant brand-to-individual consumer (1-to-1) communication – ‘Since you bought a couch last month, how about this coffee table to go with it?’ – rather than a brand-to-masses communication – the usual ‘Hi everyone, here’s all of our stuff’. So it becomes a great brand use of data and the deigital medium in the retail space. But is it cool, or will it be annoying to get these texts about a new sofa once a week?
– Contributed by Brian Crawford