Oh IKEA
Alan Penn, the director of the Virtual Reality Centre for the Built Environment at University College London recently did a lunch hour lecture in the UK where he discussed the success of IKEA. He claims that the store (well warehouse) is built like a maze in an attempt to keep shoppers in the store longer and have them make impulse shopping decisions.
“…you’re directed through their marketplace area where a staggering amount of purchases are impulse buys, things like light bulbs or a cheap casserole that you weren’t planning on getting.
Here the trick is that because the lay-out is so confusing you know you won’t be able to go back and get it later, so you pop it in your trolley as you go past.” says Penn.
I have found that it is very hard to stay in IKEA for less than an hour unless you have already come and know exactly where your product is. Whenever I go to IKEA I make good use of the fire regulated shortcut doors that will take you to another department. The store has been described as a ‘walking catalog’ forcing you through different showrooms that showcase IKEA”s ready to assemble furniture.
For those of you that have never been to IKEA, here is the concept:
1. IEKA (a Swedish company) is essentially a one-stop-everything-home-related displayed warehouse. Couches, plants, picture frames, end tables, mattress, closet systems, children’s furniture, drapes, rugs, kitchen counters and more.
2. You are directed through a showroom which displays all that IKEA has to offer by department and by room. They even display living spaces with square footage so you can get an idea of how to fully decorate your space.
3. If you see something you like, check out the aisle and bin number on the tag and write it down on one of the directory papers readily available throughout the store.
4. As you make your way to the warehouse you will come across a marketplace of sorts where as Penn says, “…you’re directed through their marketplace area where a staggering amount of purchases are impulse buys, things like light bulbs or a cheap casserole that you weren’t planning on getting. Here the trick is that because the lay-out is so confusing you know you won’t be able to go back and get it later, so you pop it in your trolley as you go past.”
5. If you were able to make it through the marketplace successfully you will find the warehouse also known as the “Self Serve Furniture” area.
Now is the time to look for the product you wanted. Find the aisle and the bin number you wrote on your piece of paper.
6. Now you’re set to go checkout. You have successfully made your way through IKEA. How long did it take you?
I have never been to IKEA, at least I think not. I remember one of my crazy shopping friends said that the closest one was in ATL. The setup of the store is genius!