Clever Market Strategy!?
Say you have written a list and gone to the store; however, you quickly start buying things you didn't plan on buying. After all, fresh produce would be excellent. Oooh, those T.V sets look good. Items that are half off, why not! Wait, what about your shopping list? Why is it hard to stick to a shopping list? According to Kollat and Willett, over 50% of purchases are unplanned. Sometimes it's stuff you just forgot to put on your list. However, there is another kind of purchase that consumer psychologists measure. It's called impulsive buys that would be when you impulsive purchase something when you see something saying, "ooh, I Think Ill buy that." The architecture of a store can impact consumer satisfaction. Which, in turn, might spur in the 20th century. The architect Victor Gruen used light and space to stage goods in storefront windows dramatically. His designs tried to capture the attention of passersby and convert them into consumers. Today people call this technique "The Gruen Effect." It happens when a store environment takes you from shopping for a specific item to shopping for shopping's sake. It's about the mindset and the environment. Does this sound familiar?
Think about your last trip to IKEA. They have the restaurant with the Swedish meatballs and all of this stuff, and it is not just pure coincidence. Because when people are excited and aroused, they are more likely to buy. This happens in Gacha Games. When arousal happens when the reward system is towards a particular 5-star unit and such Almost 20 percent of our buying decisions are based on logic and needs. Eighty percent of our buying is based on emotions, and we try to make that connection or bridge that connection. Retailers are there to make sure they grab your attention. Creative directors are essential for marketing things in the store, including layouts.
Retailers pay close attention to how their floor plan can change in-store behaviour. Grid layouts emphasize speed and convenience. However, for free form layouts, exploration can make customers visit more parts of the shop. Race track designs create a loop that exposes the customer to an absolute path of the product. Ikea uses a fixed path through a maze of product displays. That can extend the distance travelled in the store. So the more you travel, the more items by definition as a shopper you'll be exposed to. Most customers will be drawn to a bright yellow bin of bags at the entrance, placed next spots of light guide your eye to the entrance of the showroom, and before you know it, you're taking the scenic route. So with light, you can actually steer customers towards different areas and towards different product selections.
On Average, customers only visit about a third of any retailer's floor area. IKEAs layout forces customers to cover more ground. IKEA was always designed as a place where you can see, touch and try, no? So they can spend hours on it if they want to. However, some consumers know precisely what they want to have it quick, so it is tailored to both. One researcher in London Surveyed an IKEA. To hand- Draw pedestrian pathways. The heat of the maps shows a generated data that looks like path guides that are working in virtually any store from IKEA. This could be seen to your local grocery that has a trove of big data at their fingertips and in which areas they intend to go, and that works all based on Beacon technologies. This means retailers like Ikea will only get better at nudging you to spend time in More parts of the store. So compulsive shoppers, next time you go to the store. Consider taking a shortcut, or at least don't forget what you came for because it probably wasn't plants or meatballs. You do you, though.