IKEA’s Place

IKEA is an international furniture and kitchen goods manufacturer and retailer.

Audience: B2C

Type: Superhero

Campaign Title: Place

https://www.ikea.com/ie/en/customer-service/mobile-apps/

What It Is

Figuring out how the furniture you're browsing online looks in your living room isn't easy. IKEA leveraged augmented reality to create the Place app, which makes it a whole lot easier.

It's as simple as it sounds: the Place app lets users pick a piece of furniture and bring it up on screen to see how it might look, as if it were right next to them. App users get a range of products at their fingertips, customising on the fly as they search for the perfect fit. It bridges the gap between valuable content and online shopping seamlessly, giving a buyer something to do when they're bored or the confidence they need that their next purchase will be the right one.

Why We Like It

Companies are using augmented reality more and more in their marketing campaigns, but few are using it to build out valuable content for their customers. IKEA has experienced nearly unrivalled success in this area with IKEA Place and it goes to show how valuable interactive tools can be to shoppers.

How We’d Add To It

There's not much to change here with IKEA rolling out a well-functioning augmented reality app. Where the company might improve though, is in its promotion. It received limited coverage when it was initially launched and hasn't had much airtime on traditional or social channels since.