On August 27, IKEA Bangna held the biggest IKEA catalogue launch in Thailand, with over 1.2 million copies of the 2014 catalogue ready to be delivered to homes throughout Bangkok.
The record breaking catalogue drop (up 260,000 from 2013) is one of a number of new initiatives to support IKEA’s next phase of growth in Thailand.
“We are thrilled to activate our third annual, and biggest ever, IKEA catalogue launch in Thailand,” said Ms. Lacia Sherlock, Store Manager, IKEA Banga. “And to reaffirm our commitment to offering a wide range of quality furnishings at very affordable prices, we will introduce more than 1,200 new products over the next 12 months.”
In-line with IKEA’s 2014 ‘living with children’ theme, the new release list includes many family-friendly items. With the addition of the new items, customers will be able to choose from more than 8,500 products at the IKEA Bangna store.
As well as showcasing IKEA’s new products, the 2014 catalogue includes a 100 baht cash voucher that store visitors can use to purchase, or part-purchase, any item from the IKEA Bangna store or IKEA restaurant.
In September, customers can also look forward to choosing more great value items under IKEA’s new Even Lower Price (ELP) programme.
Leveraging IKEA’s large-scale production advantages, ELP enables customers to select more lower-priced items (up to 10% discount) across the IKEA product range. IKEA Bangna will feature over 950 ELP products with more added in the future – consumers can learn more about ELP and the latest deals, and products, on a new ELP microsite (www.IKEA.co.th/evenlowerprices)
The catalogue launch in Thailand is also supported by IKEA events in Bangkok’s major shopping districts and social media campaigns. Consumers can announce “they’ve got the catalogue” by posting photos and hashtag #IKEAcatalogue2014 on IKEA Thailand’s Facebook and Instagram pages and Twitter feed. Based on the hashtag response, IKEA prizes will be given to the district with the biggest number of hashtag postings.
The 2014 IKEA catalogue delivery in Thailand follows major launch events in Sweden, many parts of Europe, and the United States in July and early August. Consumers can follow the Thailand catalogue launch journey at www.IKEA.co.th/IKEAcatalogue2014.