I explained the secret of why I buy extra things at IKEA "Who is enjoying shopping at IKEA?"
When you go to IKEA, you tend to buy up to what you never planned to buy, why does such a thing happen?
The movie "Who enjoys shopping in IKEA?" Explained this secret is "Who enjoys shopping at IKEA?" This is originallyUniversity College LondonProfessor Alain Pen teaching architecture at UCL Burlet School as a lecture of the IKEA's strategy adopted by the IKEA in conclusion is "Gruen TransferIn this way, people visiting IKEA are confused about their consciousness and will buy things that they do not want originally.
What is the secret content of what kind of store design you can buy what you do not plan to buy from the following.
YouTube - Who enjoys shopping in IKEA? (18 Jan 2011)
IKEA has a similar layout in a similar layout, and it has a zigzag structure like a labyrinth, which causes the sense of direction of customers to be lost.
However, this maze is a single road, and those who entered will basically walk along this one route.
And all of this route will force you into the showroom and use your time in various showrooms.
There are various kinds of showrooms in the bedroom or in the kitchen, forcing them to pass through these rooms forcibly making them appear in sight and let your unconsciousness I will imprint it.
As a result, when you arrive at the marketplace where the product is actually located, you will have a "good image" about the product as if you were looking at the actual product displayed on the showroom, It is a mechanism that falls into a feeling as if buying was allowed and it makes it easy to think that "it is necessary" about the visible product, and it will buy extra things one after another.
result,60% of what I purchased with IKEA is unnecessary, In other words, it really is what I did not feel like buying.
It is the foundation of the strategy to remove "self-control" that controls yourself by making it difficult to understand, and for that reason IKEA's in-store design consists of two parts. First of all, we will make a "suggestion" to actually use the item by forcefully passing through the showroom.
Next, by walking in a store like a maze, we will make "time earnings" until I actually buy what I want to buy. As soon as we know where the object is, we will only buy what you want to buy, so let's wander around the store for as long as possible.
By doing this, the master-slave relationship is reversed about the state of "buying what you want in IKEA", and IKEA will be dominated by IKEA as "IKEA buys what you want to sell". With a state that you do not know exactly where you are in the store, you are forced to walk along the route set by IKEA, thus creating a state that "conforms to IKEA" and can not be easily reversed.
As a result, you are not enjoying shopping at IKEA,"IKEA is enjoying your shopping"That means that.
IKEA's "Gruen Transfer" itself is not an exploitative approach. It is an adult who has purchasing power and judgment as well as all customers wish for themselves to go to the store of IKEA by themselves, so there is no particular problem with this method itself and it is extremely precise It is the result of the store design being done to the store, rather it is that IKEA is doing this much effort.
By the way, in order to avoid the "Gruen Transfer" strategy by this IKEA store design, if you go shortest to go first in the place opposite to the direction in which everyone is proceeding, that is, not the showroom, It is OK.
Rather than going up this stairway to the showroom, I think that as soon as entering IKEA please look back and go straight. By doing so you can get out of the IKEA strategy and experts who frequently shop at IKEA know this.