The Ikea catalog will be relegated to a museum, where it becomes a nostalgic reminder of days gone by. On the face of it, Ikea’s decision makes complete sense, as fellow Forbes.com contributor Enrique Dans explains. “IKEA’s decision will likely be copied by companies of all types in all sectors. “But direct mail is really driving the entire funnel process. “Thirty-percent of Millennials said direct mail is more effective at getting them to take action compared to 24% for email,” Whipple says, citing a study by DMN.

Source: Forbes December 13, 2020 09:22 UTC