Ikea wants to consolidate its three mobile apps into one
Ikea wants customers to be able to browse its catalog, virtually decorate their homes and plan store visits from one app rather than three separate ones as they do now.
The decision comes after the success of the Ikea Place app, which uses augmented reality to show people what furniture will look like in their homes, pushed the retailer to review its apps.
Since launching on Apple devices last September, the app has been downloaded over 2 million times, and around 1 million people have repeatedly used it, said Michael Valdsgaard, leader of digital transformation at Inter Ikea, the holding company for Ikea.
Despite the app’s positive reception, Valdsgaard won’t consolidate all Ikea’s apps until he’s had time to compare the recently launched Android version of Ikea Place to the iOS original. Ikea Place had more than 370,000 monthly active users worldwide on iPhones in February, according to mobile app data company App Annie. From the app’s launch in September 2017 through the end of February, its top five markets by iOS downloads were the U.S., Germany, France, the U.K. and Russia, per App Annie.
“In the latter half of 2018, we’re going to figure out where the things [in our different apps] fit together and then move them over [into one],” said Valdsgaard. “They all have specific use cases, so we have to figure out how those different capabilities can fit together.”
The potential of having one Ikea app is part of Valdsgaard’s rationale for not pushing direct sales from its AR app. Valdsgaard also doesn’t want to flood Ikea Place with too many features before he knows what customers want. In order to secure more time to see how people use the app, he told other executives he would decide whether to add the capability to buy from it in the summer. “We won’t make a business case for the app until we’ve explored what AR could really mean for Ikea,” Valdsgaard said.
A visual search feature launched on Ikea Place earlier this month, and Valdsgaard thinks it could become a core part of the retailer’s app strategy.
Ikea is also working on an AR effect for Facebook or Snapchat that would run in the U.K., though Valdsgaard wouldn’t specify which one. Both are trying to use the technology to win more ad budgets.
“The problem [with working on the platforms] is the technology,” Valdsgaard said. “We want to give you a true representation in size, color and dimensions, which is complicated.”
Ikea is also working with agency 72andSunny to build a long-term proposition for AR.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.