“We know from our past that challenges can be, and will be, turned into opportunities to drive change for the better.” — Thomas Sirguey, Store Manager of IKEA Egypt.
The Swedish retail, IKEA, recently launched its 2021 catalogue (also available as an e-book) in Egypt through an exciting event aired from its Cairo Festival City mall branch last Wednesday. Being internationally famous for designing and selling furniture, electrical appliances and accessories for many people — IKEA’s catalogues are always met with a lot of anticipation. And it’s the 70th anniversary of the illustrious publication.
We can only imagine how much pressure that puts on them! This year, their catalogue promises innovation, sustainability, affordability, and functionality that goes way beyond a nice display of products. Read on to find out more, and tell us: has their new catalogue met your expectations?
A snapshot from the IKEA 2021 Catalogue Launch Event where Hamish Scott, the CRM Manager of IKEA’s Cairo Festival City mall store.
IKEA’s First Virtual Event in Egypt
The launch of IKEA’s 2021 catalogue marked their first virtual event in the country. It was aired live on YouTube and featured members of IKEA’s management team introducing us to what’s new about the much-awaited publication. They spoke with passion about what makes it special and how they responded to the COVID-19 pandemic to make sure their customers are safe and sound.
The new IKEA 2021 catalogue comes with an array of ideas, tips and insights aimed at improving the daily lives of their customers and helping them figure out their needs and new possibilities that suit them.
An Immersive E-Book That Goes Way Beyond Displaying Products
IKEA is distributing fewer print copies of their new catalogue this year, and that’s to pave the way for the interactive e-catalogue and widen their digital media mix. In its digital version, you can conveniently explore their diverse product range and instantly add them to your cart. Subsequently, they’ll be delivered to your doorstep without the slightest hassle. “We introduced parcel delivery, which enabled us to reduce delivery charges on smaller orders,” said Thomas Sirguey, the Store Manager of IKEA Egypt, during the launch event.
Sirguey asserted that IKEA, now more than ever, is determined to extensively adopt digitalization by becoming more accessible online. This will be done through introducing diverse shopping services in the upcoming period like click and collect, cash on delivery, online consultations, enriched visual interaction on their digital platforms, and constant development of their mobile application.
You can browse the new catalogue’s digital version by clicking here! Or click here to check out all the inspiring ideas and budget-friendly tips that could help you figure out what exactly it is that you’re looking for, and explore new possibilities that might suit you.
A peek into the digital version of the IKEA 2021 catalogue.
Affordability Is the Key
The new IKEA 2021 catalogue is coming out to Egyptian shoppers with affordability as a top priority. This is reflected through tips and ideas to help you stay on budget, and discounts on a variety of essentials and home accessories.
“Low price is a quite significant pillar in IKEA’s business model. And we take our low-price strategy into consideration in the manufacturing of our products and from the very beginning of the process,” clarified Dalia Refaat, Country Marketing Manager at IKEA Egypt.
Innovation and Smart Solutions
Whether you’re looking for innovative ideas for your newborn’s room, having trouble with storage at your home, seeking ways to improve your sleeping experience, the IKEA 2021 catalogue is set out to offer you innovative solutions that are easy to adopt and, at the same time, they are affordable.
One of the more prominent examples of smart solutions showcased at the event were smart homes. “It shows how the whole house can be connected; from curtains to lights, to your TV and even your phone,” said Yasmin Sherif, the Communications and Interior Design Manager at IKEA Egypt, during her presentation at the event.
Sustainability: “People and Planet Positive”
“IKEA is very keen when it comes to people and the planet. And that’s IKEA’s 2020 strategy of sustainability, under the name ‘People and Planet Positive’, said Hamish Scott, the CRM Manager of IKEA’s Cairo Festival City mall store, during the event.
“The strategy gives us a roadmap of positive changes to follow and outlines a strong, common long-term agenda leading up to 2030 when IKEA will implement all of its sustainability goals,” he elaborated.
From in-store sustainability events to educating customers on food waste, to working with Egyptian recycling companies to reduce waste, IKEA has ensured that this strategy is well-implemented throughout all of their operations. “Right now, we send zero waste to landfill,” Scott said proudly.
In IKEA’s 2021 catalogue, sustainability is of key importance as well. Whether through the products offered or the insights and tips that accompany them, IKEA is striving to make sure their customers are following the best sustainability practices out there as well.
Nearing the end of the online launch, Mounir Siraj, IKEA 6th of October Store Manager, announced that in March of 2021, IKEA will launch a new branch in Mall of Arabia, West Cairo that he’ll be heading.
You can watch the full IKEA 2021 catalogue launch event below:
