Malaysian Explains 10 Smart Ways IKEA Gets Customers To Buy More Things
Adult Disneyland.
By Tamara Jayne
It's hard not to love IKEA. From the second you step into the store, you're hit with a whiff of its signature pine wood scent. It's almost impossible to leave (at least for me).
More than that, it appears that there's a 'science' behind how IKEA entices its customers.
Just when you think you're only running in for one item, you're leaving with 16 things instead. D:
How is this possible? And what is it about this 'Adult Disneyland' that we're so in love with?
One Malaysian breaks down the 'psychology' behind it.
In a Twitter thread that has garnered over 6,500 retweets since 15 July, tech enthusiast @richardker shares how IKEA outlets are built to get customers to stay as long as possible.
From the ability to leave your children at Småland to the lack of windows and sunlight, customers become less aware of the time and are free to shop without any distractions
"You can find windows with no sunlight. It's a trick borrowed from casinos. The clocks are either fake or not telling the right time. You [lose] your senses and unknowingly buy more," he explains.
IKEA's attention to detail shows how the furniture retailer accommodates customers' needs by placing pencils, papers, and measuring tapes around the store to help with your shopping list
The most obvious and clever strategy is the exceptional 'maze layout' of each store that's designed so customers can only move in one direction
Though there are shortcuts throughout the layout, he explains that IKEA wants you to see everything inside, so you will likely walk from start to end.
The arrows on the floors also "complement the maze layout of their stores".
"This means you don't need to think where to go next. Just follow the arrows."
He goes on to say that IKEA's store locations in many countries are also strategically placed just outside city centres
"This makes people [think they] need to make their trip to IKEA worth it." It's a cognitive bias known as sunk cost fallacy, he elaborates, adding that 30% of customers visit IKEA for food, according to the company's research.
"Food gives effect on how shoppers think and feel. When you're not hungry, you stay longer and shop more."
In Malaysia, it helps that IKEA's curry puffs and ice cream are also great 'rewards' to look forward to after the end of customers' shopping hauls! :D
In addition, small items are placed around the checkout counters, so that while you're waiting in line, you will be tempted to pick up one or more items
All of these clever tactics adds to Ker's point of how you end up spending more at the store.
Lastly, he explains that the whole self-assembly concept that IKEA uses encourages a sense of accomplishment for the customer
"You feel connected to your purchase because you put it together yourself," and in return may post about it on social media which works as "free marketing" for the company, he adds on.
