Mr.6, whose real name is Liu Weilin, holds a master's degree in electrical engineering and management from Stanford University. With 13 years of experience in the Internet industry, 12 books have been published.
The unique store route design allows IKEA to create an amazing result that is not just a furniture store, but all stores can't achieve-there are up to "60%" purchases, which are not on the list that customers originally wanted to buy.
Alan Penn, a professor at the School of Architectural Computing at the University of London, said in a recent speech that he thinks IKEA may be the greatest store in history.
Research shows that one of the main reasons why IKEA furniture sales are so good is its unique store line design. This design allows IKEA to create an amazing result that is not just a furniture store, but all stores can't achieve-there are up to "60%" purchases, which are not on the list that customers originally wanted to buy.
Of course, IKEA ’s innovative design is also an important reason for customers to buy goods that they did not plan, but the store route design is indeed indispensable. You see, the design of IKEA's branches around the world is the same: when you walk in, it seems that you have entered a "maze". You obviously only want to buy lamps, but you have to find the lamps for a long time. I met each other in a place, but I did n’t find that place when it was time-many times, like an idiot, you passed through a place five or six times, but you still could n’t find what you want to buy.
What is this principle? Why is there 60% not in the original list?
The professor ’s explanation is very interesting: IKEA ’s strategy is that no matter how long you plan to shop in IKEA, it will allow you to unintentionally spend the time allocated to "buy goods" in the sample room in front Will always be the most design and cheap IKEA product, and the most creative space layout. When you finally got rid of this "maze" and walked to the shopping area, several things have been added to your mind automatically, from "planned shopping" to "crazy shopping".
The graduate student of the professor ran to the IKEA store to make a computer model, and found that IKEA ’s line design cleverly designed the person ’s “line of sight†by virtue of people ’s tendency to move forward to the “farthest point†that they could see The ordinary hypermarkets are very different. Due to the labyrinth design, everyone in IKEA naturally follows the footsteps of others and walks in the "same direction". This "following without brains" makes it very independent in other stores. Of customers gradually unloaded their defenses, and printed various IKEA products in their minds easily and naturally.
The problem is that such a tortured route actually discounts the customer's shopping experience. Why do customers often go back and get lost after a few months?
The secret lies in the production of "Delayed Grati? Cation" by IKEA. "Delayed happiness" means that if you want to lose weight, you must first exercise and diet hard. After three months, you can see that you are thin. Scientists have confirmed that the degree of happiness brought about by this "delayed happiness" is several times that of the original. IKEA also makes customers feel unhappy, but because the joy of finding things is "delayed", the pleasure of finally buying things will be several times the original "planned shopping"! So, finally get rid of the lost Customers are really willing to be lost again next time.
More interestingly, the professor pointed out that IKEA is not without "shortcuts", they are all hidden in the least-looking places. This design allows those customers who have been there a few times to start buying things without getting lost, and this will give them a special sense of accomplishment, which will become a loyal IKEA customer because they think they know best IKEA.
What a clever design! Next, we can think about it, does IKEA's design really have to occupy such a wide area? For small shops in general, is it possible to create a "lost, delayed, happier" road map like IKEA? Moreover, shopping concepts like IKEA have not yet been used on the Internet. Can anyone design a "new-style shopping website" based on IKEA's line principles?
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