How IKEA Has Mastered Gruen Effect
Have you ever wondered why you can never seem to leave IKEA without buying something?
Since its founding in 1943, IKEA has become one of the world’s most recognisable brands. The Swedish company is known for its simple, stylish, and affordable furniture and home goods. It’s not because their products are particularly irresistible (although they are pretty great). Along with that IKEA has long been known for its low prices and clever marketing techniques. But there’s one psychological principle that they’ve mastered better than anyone else: the Gruen Effect.
The Gruen Effect was first identified by architect Victor Gruen, who designed many early shopping malls. He noticed that people tended to get disoriented and lost in these large, open spaces. To counteract this, he designed malls with a central “anchor” store, typically a large department store, that would act as a point of reference. He also placed smaller stores around the perimeter of the mall, so that people would have to walk past them as they made their way to the anchor store.
Research has shown that the Gruen Effect is not just limited to brick and mortar stores, but can also be found in online shopping environments. In fact, one study conducted by researchers at the University of Minnesota found that shoppers who were exposed to an online Gruen Effect-style environment spent an average of 25% more than those who were not.
Let’s understand how IKEA has mastered psychological manipulation
IKEA is renowned for its affordable, stylish furniture, and its approach to retailing. The company has become a global leader in furniture retailing by mastering the use of psychological manipulation. Through an understanding of its customer’s psychology, the design of their shopping experience, and the use of colour and light, IKEA has been able to create an environment that encourages customers to make purchases.
- Understanding of customer psychology: IKEA has a deep understanding of its customers’ psychology, which it uses to influence their buying decisions. The company’s approach is to create an environment that encourages customers to linger and explore. The layout of the stores is designed to make customers feel comfortable and at home, while the displays are designed to be inviting and engaging. Additionally, the company uses customer feedback to inform their designs, creating an atmosphere that encourages purchases.
- Creating a maze-like layout: IKEA stores are designed to be large, sprawling spaces with a winding layout that encourages customers to keep exploring and continue shopping. This layout helps to create a sense of disorientation and keeps customers in the store longer.
- Designing the Shopping Experience: IKEA has mastered the art of creating a store design that is both efficient and enjoyable. The store layout is designed to guide customers through every area of the store, allowing them to discover new products along the way. Additionally, IKEA strategically places items in the store that are related to each other, such as sofas and lamps, to encourage customers to purchase multiple items. IKEA also employs an effective pricing strategy. By offering items at a lower cost than competitors, they are able to draw in customers who are looking for a deal. Additionally, the store has a wide selection of items at different price points, making it easy for customers to find something that fits their budget.
- Use of Colour and Light: IKEA has carefully chosen colours and lighting to create a certain atmosphere in its stores. The colours blue, yellow, and red are prominent, as they are known to be calming and energising, respectively. The lighting in the store is also designed to make customers feel comfortable, and to make the products appear more attractive. The use of colour and light helps to create an inviting atmosphere that encourages customers to stay longer and shop more.
- Design of the store: IKEA has created a unique shopping experience by designing their stores to encourage customers to browse and stay longer. By using clever design tactics, such as winding pathways, strategically placed furniture, and inviting displays, IKEA is able to lead customers to explore more of their products and stay longer in the store. According to a study by the University of Nottingham, customers spend an average of 25–30 minutes longer in an IKEA store than other furniture stores. This increased time in the store allows customers to become more familiar with the products and encourages them to buy more.
- Product Placement: IKEA is a master of product placement. The company strategically places its products in popular films, shows, and magazines to increase brand awareness and create an emotional connection with its customers. From the iconic blue and yellow IKEA bag in the classic rom-com, “The Holiday,” to the IKEA mattress in the hit show “Friends,” the company has strategically placed its products in high-profile media to reach a larger audience. This helps to create an emotional connection between customers and the brand, and it is a cost-effective way for IKEA to increase its visibility.
IKEA excels at creating a disorienting environment. Their stores are huge, with winding paths and seemingly endless displays. They deliberately place the checkouts at the very back of the store, so shoppers have to walk past everything else before they can leave.
Additionally, the company has created an interactive website and mobile app, which provides customers with a 360-degree view of the store, allowing them to explore before they visit the store.
This allows IKEA to create a personalised shopping experience for each customer. As a result, IKEA has been able to capitalise on the Gruen Effect, creating an immersive shopping experience that encourages customers to explore, purchase more items, and return for future purchases.
It’s no accident that IKEA stores are designed this way. They want shoppers to feel like they could spend hours in the store, and they want them to see as many products as possible.
And thats how The Gruen Effect is a key part of IKEA’s success.
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