How does Ikea’s 🏬 Genius Store Design drive customers to buy more?
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The World largest’s furniture retailer, IKEA is well-known for its affordable and ready-to-assemble furniture.
But have you ever wondered how Ikea is able to sell more products to customers they never intended to buy?
3 Key points 👇
🛣️ A guided pathway to navigate the store
Ikea arranges its store sections along a directed walking path(Pointed arrows) that leads customers through all of its inventory.
The customer stays in the store longer and gets exposed to more buying options wrapped in attractive lights, colours, music and texture.
(For example: Placing the furniture in a real home environment that feels familiar to customers)
This way customers end up throwing things in the cart they never intended to.
🛒 Bulla Bulla Technique
A professor at University College London Conducted a study of the IKEA store design and discovered that Ikea uses this Bulla Bulla technique.
Bulla Bulla means that lots of items are purposefully jumbled and stacked in bins to create the impression of volume and inexpensiveness.
For example A shopping cart with a lot of cheap and cute soft toys.
Placing the items this way frequently leads to impulse purchases and are replaced often to catch consumers' attention.
Often these items are intended to be impulse buys and are replaced often to grab customers’ attention.
😋 Ikea’s in-store food cafeteria
Ikea's cheap food, both in its cafe and at the checkout also draws customers. The company made $2.24 billion from food sales in 2017.
But how does a food cafe impact purchasing behaviour?
First, it retains the customers for a long period of time in the store. This way customers make decisions about purchases while having food and without leaving the store.
Second, A good meal releases the feel-good hormone dopamine which makes you relax and takes stress down of payment.
In Conclusion: Ikea designed its stores in such a way that appeals to the subconscious mind. The brain perceives it, understands the product’s value, and desires to buy it.
That’s all from this post!
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Image credit: The Indian Express