IKEA once again relies on Geobuzón to distribute 8.4 million catalogues in Spain
Posted: Wed Dec 11, 2024 9:50 am
Open the door to inspiration… This is the new message that can be read in all the Ikea stores in our country. An inspiration that will be announced from August 31st with the ring of the postman! It will take the form of a brand new catalogue, and will come from the hands of 603 distributors capable of distributing 8,416,124 copies in just 18 days.
The figures are frightening, and if we stop to think about it, it seems impossible to achieve such a feat. However, the image of the catalogue facebook phone number data appearing through the letterbox is repeated year after year without exception. The responsibility for ensuring that nothing goes wrong and that each family can enjoy their copy falls to Geobuzón , the Mediapost Group business unit specialising in direct marketing. With a wide territorial network that allows it to carry out direct mail campaigns in Madrid , Barcelona and any corner of Spain, Geobuzón has been the trusted supplier for Ikea since 2001.
A merit earned through hard work and results. Not in vain, if we add to the ability to manage a campaign that moves 3,198 tons of weight - the equivalent of 18 blue whales - and that impacts 8.4 million homes, all of Geobuzón's experience in planning and logistics; the trust that the Swedish company places in the Spanish company is more than justified.
“What we offer Ikea is a comprehensive service for the provision, storage and distribution of all its brochures and catalogues in previously selected homes ,” stresses Juan Castañón, global manager of Geobuzón. To this end, they rely on the area of business intelligence, where through geolocation and geomarketing tools they manage to “segment the audiences and clients with the greatest potential.” This is part of a process that, according to Castañón, requires “rigorous execution in order to provide maximum visibility and return on information.”
In order for the catalogue to arrive in the mailbox on time and in the correct manner, a hard planning task is carried out in different phases . The first of these begins in July and includes the selection of the areas where the catalogues will be distributed. The second phase begins 45 days before the distribution, and “the collection is done at the printing presses, all the cartography is prepared and loaded into the system,” explains Castañón. Finally, in the last days of August, the distribution starts. The most decisive phase is also the shortest. Eighteen days in which each distributor knows in which sectors he must distribute, and reports the activity in real time through monitoring tools.
Responsibility and ecological awareness
But what would a campaign of such magnitude be if it did not raise ecological awareness? In this sense, it must be said that Geobuzón is committed to respecting and caring for the environment with actions that range from participation in reforestation projects in Latin America to advice on the use of paper from sustainable forests. This last measure is one that Ikea has successfully implemented in the manufacture of its catalogues.
The figures are frightening, and if we stop to think about it, it seems impossible to achieve such a feat. However, the image of the catalogue facebook phone number data appearing through the letterbox is repeated year after year without exception. The responsibility for ensuring that nothing goes wrong and that each family can enjoy their copy falls to Geobuzón , the Mediapost Group business unit specialising in direct marketing. With a wide territorial network that allows it to carry out direct mail campaigns in Madrid , Barcelona and any corner of Spain, Geobuzón has been the trusted supplier for Ikea since 2001.
A merit earned through hard work and results. Not in vain, if we add to the ability to manage a campaign that moves 3,198 tons of weight - the equivalent of 18 blue whales - and that impacts 8.4 million homes, all of Geobuzón's experience in planning and logistics; the trust that the Swedish company places in the Spanish company is more than justified.
“What we offer Ikea is a comprehensive service for the provision, storage and distribution of all its brochures and catalogues in previously selected homes ,” stresses Juan Castañón, global manager of Geobuzón. To this end, they rely on the area of business intelligence, where through geolocation and geomarketing tools they manage to “segment the audiences and clients with the greatest potential.” This is part of a process that, according to Castañón, requires “rigorous execution in order to provide maximum visibility and return on information.”
In order for the catalogue to arrive in the mailbox on time and in the correct manner, a hard planning task is carried out in different phases . The first of these begins in July and includes the selection of the areas where the catalogues will be distributed. The second phase begins 45 days before the distribution, and “the collection is done at the printing presses, all the cartography is prepared and loaded into the system,” explains Castañón. Finally, in the last days of August, the distribution starts. The most decisive phase is also the shortest. Eighteen days in which each distributor knows in which sectors he must distribute, and reports the activity in real time through monitoring tools.
Responsibility and ecological awareness
But what would a campaign of such magnitude be if it did not raise ecological awareness? In this sense, it must be said that Geobuzón is committed to respecting and caring for the environment with actions that range from participation in reforestation projects in Latin America to advice on the use of paper from sustainable forests. This last measure is one that Ikea has successfully implemented in the manufacture of its catalogues.