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IKEA drives consumers in-store via targeted mobile ads

Swedish furniture retailer IKEA is running a targeted mobile ad campaign that encourages consumers to visit its locations and browse the company’s products.

The IKEA mobile ads combine location, deals and opt-in programs for consumers. The mobile ads are running within Pandora’s iPhone application.

IKEA is a foreign home furnishing company with 300 stores in 37 countries.

Mobile organization
The IKEA mobile banner ad reads, “Home organization made easier.”

Consumers can tap on the banner ad and are taken to a mobile-optimized landing page where they can browse IKEA’s line of organization products.

Consumers can also view the company’s line of living room, kitchen, bedroom and textile products.

The mobile ads promote IKEA’s organization products

The ads are not commerce-enabled, however users can view prices and details for individual products.

To find the nearest IKEA location, consumers can either enter their ZIP code or use their mobile device’s GPS technology.

Users can also view relevant deals and offers inside the ad.

Users can browse IKEA’s catalog via the ads

For example, a recent offer encouraged users to try the company’s in-store by spending more than $100.

IKEA is bolstering its social media efforts with links to the comapany’s Facebook and Twitter sites. Users can “Like” or follow the brand from inside the ad.

The ads also help IKEA builds its SMS and email database where users can opt-in to either program to receive messages.

All-in-one ad
This is not the first mobile initiative from IKEA.

Last year, the company ran an iAd campaign to bolster downloads of its application (see story).

The mobile ads are an effective effort from IKEA because they leverage the company’s catalog for mobile users who might be looking to find a nearby location.

IKEA’s mobile campaign also links with social media, email and SMS, showing the importance that mobile plays in a fully-rounded marketing strategy.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York