Ikea Turns Its Catalog Into a Mobile App

Marketer Wants Feedback: Users Ask for GPS, Commerce, Menus

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Ikea released a catalog in its U.K. iPhone app today withless-than-wowing content, a call for feedback and a curious threat to only hand down updates to users who download version 1.0.

While the app is little more than a portable, digital version of a paper catalog -- users can only flick through pages of the 2010 catalog and pinch to zoom -- the retailer and its "brand entertainment" agency, Cake, are asking for update suggestions via voicemail, Twitter and e-mail. But it looks like only people who download the app now will get to see new capabilities when they come through.

"There are plans to quickly improve and develop the app but only in conjunction with customers who choose to download it," says a note on Cake's YouTube channel, where the above demo video for the app is posted.

So far, tweeters appending the hashtag #ikeaappideas have suggested GPS navigation store maps, in-app commerce, info on new food menus at stores and augmented reality to put furniture in users' homes.

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