I’m not singling out Ikea here, there’s a list of guilty advertisers that should also take note of what I’m about to say.
When telling your customers how they can shop with you, stop mixing platforms with the adjective for connectedness, “online”.
It’s become de rigueur for many brands to add a strap along the lines of; “Instore, Online, Mobile” to their advertising. But it’s meaningless and makes you sound naive . The lines between different forms of connectivity have blurred too much for this to make any sense. I can be online on my mobile.
I’m assuming that by online, they mean their website (as accessed through a PC, laptop etc) and for mobile they mean ….well, I’m not sure. Do they mean an App (Ikea has a nice iOS app BTW) or mobile web? Perhaps they mean I can phone them?
If I’m on my tablet, connected to ikea.com, via wifi, am I online? If I then switch to an LTE mobile network (but on the same webpage) am I now mobile..or am I still online?
I’m being purposely pedantic, naturally. But do you see how ridiculous this is?
It’s 2013. Having a website, even an app is no longer a badge of honour. It’s simply expected.
You don’t need to shout about it anymore than you need to reveal the blindingly obvious by telling me that I can shop with you “instore”.
And if you are going to shout about it, let it please make sense.
Noun, Adjective, Noun does not make sense. At least no more so than me saying “Visit us….by car, by moving, by walking.”