Dec 22

Ikea Don’t Get The Web

by in ecommerce, marketing, rant

Ikea came to Ireland a few months ago and opened their shop on the outskirts of Dublin city.

Lots of people got excited and forgot all about the recession for a few weeks and went "Ikea crazy".

Now Ikea are running adverts on Facebook.

You'd be mistaken for thinking, like I did, that they "got it".

Here's the ad:
Ikea AdvertSo since it's Christmas and my mother likes Ikea stuff I click on the link.. Which takes me to their Irish site (obviously), but here's what you get:
Ikea Gift CardsTranslation.
If you want to get an Ikea gift card you cannot buy it online. No. You have to physically drive all the way to their shop.

Since they have so many shops in Ireland, this is obviously a very convenient option, and is one that you will obviously want to choose.

So Ikea are spending money on an online advertising campaign which takes you to a "cul de sac" (their non e-commerce enabled website)

And how about their domain usage? While they own ikea.ie you better not type it into your browser, as it won't do anything useful for you. You'd need to type in www.ikea.ie - yes, it's 1995 all over again!

(and Ikea aren't the only highstreet shop that doesn't "get" the web - try getting a Marks and Spencers gift token if you're in Ireland!)

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2 Responses to “Ikea Don’t Get The Web”

  1. From Dave:

    Very valid points.
    I bought a filing cabinet in Ikea only yesterday.
    They announce on speakers every few minutes about offering home delivery anywhere in Ireland. Think they would actually let you buy online too.
    Very old school we need a big shop for people to buy stuff.

    Posted on December 22, 2009 at 1:30 am #
  2. From Ian Mott:

    Yes Ikea are very unhelpful when it comes to convenience to the point where I made a business out of it.
    I took the whole Ikea thing to the masses by offering a online ordering and home delivery service which is cheaper then their own service and you don’t need to leave your house.
    They as a company do not have an online ordering service in the Republic or Northern Ireland. Their delivery service is not great and expensive if you live outside Dublin.
    The only good point is their furniture is good value for what you get. I have my nursery for my twins kitted out with all ikea furniture and I think it cost less then €400. I am a fan of what they sell. Just not how they do it.

    Posted on January 25, 2010 at 11:57 pm #

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