It’s no coincidence.. Why does everyone love IKEA?

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How many times have you walked into an IKEA store to buy something, and ended up with so many items you didn’t even know you needed? This condition is more common than you might think. Ingvar Fyodor Kamprad, the founder of the IKEA store chain, who passed away in early 2018, was not satisfied with establishing only a store chain, but was able to create a different and distinctive shopping experience, which encouraged customers to more for sale and a strong relationship between them and IKEA, so what is the secret of this relationship?

Born in March 1926 in a small county in southern Sweden, Ingvar Fyodor Kamprad began his working life at an early age, as he began selling matches and pencils at the age of five. He then worked selling Christmas decorations, greeting cards, stationery, etc., and was able to scrape together his modest profits to open his first shop at the age of seventeen in 1943. In 1948, he realized the market’s need for good furniture at reasonable prices, so he began offering furniture produced by local manufacturers in his thrift store, targeting middle- and lower-income customers. The furniture business was very successful, and then he decided to publish small booklets called “Ikea News” to market his products, which later evolved into the illustrated IKEA guide. (1)(2)

Today, there are 422 IKEA stores worldwide, which attract more than 957 million visits annually. But the question remains: Why do we love IKEA stores, and how do we buy more and more things every time, is it just the difference and distinction of what IKEA offers in terms of products? Or are there hidden tricks that push us to buy more?

The IKEA shopping experience makes customers part of the game. In a recent study published by the Journal of Consumer Psychology, it offered a scientific explanation for what it called “The IKEA Effect”, which it defined as a cognitive bias that causes the consumer to place a higher value on to give to the products in which he participated, in part it is related to the effort and time the consumer spends in building the product. Assembling pieces of furniture is like a building block game, but for adults, as correctly completing the task gives them a sense of accomplishment that generates the sense of satisfaction associated with the product.(3)

According to Alan Bean, a professor at University College London, IKEA stores are designed in a maze-like fashion, forcing customers to walk through the entire store before leaving.(4) The aisles are also designed so that you bend every 50 feet to follow the curves in front of you, increasing the risk of You’re curious about what’s behind those corners you can’t see, and to satisfy your curiosity, you have to walk the corridors as long as possible .

The store is divided into two main sections:

  • the first: This is the showroom in which you can walk through the different rooms and houses of different spaces that you see on the pages of the illustrated guide, you will be able to touch and try the products, sit on the sofas and sleep on the beds. . During your trip you will meet many things that you can take with you and that you may not have planned to buy, for example: cheap porcelain, batteries, light bulbs, candles and many small things that you will find to buy. According to Alan Bean, the customer is motivated to pick up these small purchases and put them in their blue shopping bags so they don’t have to go back and forth along these confusing maze-like routes.

  • Section Two: These are the warehouses (and before you reach them, you have to pass the IKEA restaurant, which we will talk about later.) You will reach the warehouses to find trolleys specially equipped to transport disassembled furniture and in a horizontal apartment is packed. form to carry it easily with you. Find the parts you already have on your list, and when you get to them, simply load them onto the trolley, yes! These little boxes contain your entire new bedroom.(5)

Have you noticed that there are no windows in the showroom? The shopping experience at IKEA is sometimes like entering a time capsule in which you don’t feel the passage of time, and the whole day can pass without realizing (unless you look at your watch, of course). All IKEA branches are designed in this way to ensure that you spend more time in them without feeling the passage of time, and longer time definitely means higher sales.

IKEA pays a lot of attention to the family, and especially children, so you will always find suitable seats for children in the restaurant, a special room for changing diapers in the bathroom, and most important of all, the Småland play area at the beginning from the store. If you have children then you probably know how hell shopping with children can be when the child suddenly feels tired, sleepy, bored or suddenly wants to cry. For a less stressful shopping experience, IKEA offers a play area where you can safely leave your children and enjoy shopping without worry.

The IKEA restaurant website is one of the smart weapons in the IKEA shopping experience, as you are assaulted in the middle of the shopping trip by the smell of the famous Swedish food. You will definitely sit down to rest and eat your lunch, especially with the cheap prices that will encourage you to eat more, and maybe a cup of coffee (available for free if you are an IKEA FAMILY card holder).

After your stomach is full of delicious Swedish food, you will be able to continue your shopping experience with pleasure, and you will make your purchasing decisions faster. And even after the shopping spree is over and the cashier has finished, there is one last offer you won’t be able to refuse. In front of you is the Swedish food store. Do you remember the delicious meatballs and delicious coffee you had a while ago? You can buy it now and take it home with you.

Before you reach the checkout area, you will have to go through more offers that are offered in bulk. You can pick up a serving bowl, egg cutter, cleaning brush or a stuffed doll for your children, all of which are in front of you. large quantities and low prices that motivate you to buy. (5)

Getting to IKEA requires a distance of no less than 20 minutes, as most of the IKEA branches are usually located on the outskirts of the city, and this is how the shopping experience is complete.To feel that your effort was not in vain. (7)

A sign reading

IKEA is always keen to emphasize its constant desire to have a positive impact on the planet and people, for example, they are working towards achieving 100% renewable energy consumption, and they are keen to source cotton and wood from more sustainable sources .

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