Every day, every minute, we are exposed to thousands of advertising messages, whether on television, radio, smartphones or billboards … sometimes we perceive them intelligently, but most of the time our buying behaviour is far from rational.
Advertising has invaded our daily lives, so to get noticed and stand out from the crowd, advertisers are resorting more than ever to neuroscience. This technique consists of analysing consumers’ emotions to find out exactly what determines their buying behaviour.
New marketing strategies today do not focus on the product or service offered, but seek to manipulate the customer and create positive emotions in them. As Richard La Graauw, creative director of Ikea USA, says, “Almost 20% of IKEA’s buying decisions are based on logic and needs. 80% of buying decisions are based on emotions.”
In fact, IKEA does it very well as he said Richard La Graauw!
Leave your children safely to enjoy your shopping session!
No one can deny that when you are shopping with your children, you are in a stressful situation and you go through the shop as fast as possible. That’s why IKEA has set up children’s areas so that parents can shop at their leisure.
A signposted route that directs you!
A unique path that forces you to pass through all the departments and look at all the objects (no, these are not covid-19 prevention measures), even if you come to buy a small sofa, you will inevitably pass by the entire shop.
The use of visual cues is a very powerful element in orienting and guiding visitors to the shopping areas to increase their shopping baskets.
Your time is precious to us! (Time is Money)
IKEA has a great trick that consists of wasting as much of your time as possible. Indeed, if you’ve noticed, the lighting is constant at IKEA, the fake watches on the walls don’t help in any way, because the giant IKEA believes that the more time you waste in the shop, the greater the likelihood of a purchase.
Must-have VS Nice-to-have!
Must-have refers to a product that is seen as indispensable to the consumer and should be had. Whereas Nice-to-have is a product that the consumer can enjoy even if they don’t need it.
At IKEA, when you go in to buy a living room, you leave with not only the sofa, the table and the carpet but also the small accessories that go with it, IKEA is not selling you a product, but a whole universe.
Cheaper restaurants waiting for you at the exit!
A strategy of cost domination is established by the Swedish IKEA, and this appears in the IKEA Café department. It seems that they give away food almost for free and earn almost nothing on it. But, as you can see, it’s quite the opposite. It’s just a ploy to program the human brain on the notion of price, that you perceive it as cheap after all you’ve already bought ;).
Through its strategy using neuromarketing techniques, IKEA achieves one of the highest sales volumes in its sector by playing on the psychology of its customers. The main goal is to make the customer journey as pleasant as possible and to make IKEA the world’s number one home furnishing giant.