Do enriched digital catalogues offer compelling experiences, beyond websites? A comparative analysis through the IKEA case

Abstract

Technology supports digital versions of catalogues, enriched with rich media tools, in an effort to create compelling consumer experiences. Yet these digital catalogues also share several similarities with websites, so why display both? Digital enriched catalogues could be promising to generate a compelling experience for consumers. However, is it really the case? To determine why retailers might use digital catalogues, what experiences consumers encounter, and the effect of the related enrichments, this study compares an enriched digital catalogue to a website, using a dual approach that spans both utilitarian and experiential perspectives. Two experiments, conducted with French and Belgian consumers, focus on the case of IKEA's enriched digital catalogue and website. The results indicate that though the digital enriched catalogue does not quite live up to its experiential promises, it features differences relative to the website, with implications for consumer usage and behavioral intentions.