Ikea looks to bolster its in-house capabilities in a ‘post-catalog era’
Ivy Liu
Ikea wants to simplify its content creation. That’s why this past summer the retailer created a content factory, Ingka Content Factory, of roughly 60 of its employees in Malmö, Sweden.
“We have gathered some of the capabilities we had in-house already,” said Belén Frau, global communication manager for Ikea, adding that the company recruited about 20 new employees to expand its offerings. “We are adding new capabilities — web editing, video editing, photography, etc. — a lot of new capabilities in-house.”
In doing so, the retailer wants to be more agile in creating content for internal teams as well as external communications. By having in-house employees handle copywriting, art direction, graphic design, video and broadcast production for meetings, events, digital communication and co-worker communication, the company believes it can have more consistency in its tone of voice as well as test out new formats faster.