Ikea-Friends?

Contrast Ikeahacks to Ikea's own 'Friends' site. It require membership contains information about the Ikea Friends Credit Card (pictured above) details of in-store events and promptions, 'Friends chat', pirate fancy-dress competitions and an E-Newsletter.

I can't imagine who would find this site particularly useful - enthusiastic consumers have already created their own forums, networks and communities and the feel here is immediately corporate and impersonal - it feels and reads like a series of press releases and promotional literature. The tips, recipes and stories can all be found in greater number elsewhere alongside genuine consumer news & reviews.

'Friends' do not try and sell each other high-interest Visa cards - ill-conceived and badly named.