How IKEA does it: A good guide on how to attract customers

IKEA is an inspiration no retailer should miss. why? Just see how their stores are still full of customers. The beginnings of Ingvar Kamprad’s business, at least as far as furniture, are not impressive. We could call his first store conventional, and while he was trying to break through the lower prices, competition against him pushed the manufacturer to boycott his store. These were all motivations that led Kamprad to think differently about his work.

How IKEA does it

Lehits entrepreneurs are always looking to why some stores are always full. And then they use it to their advantage.

The cause of the spin is usually stated to be the opening of the first “sales warehouse” or flat package to accommodate a vehicle. In fact, the turning point came when Ingvar Kamprad realized how important customer sentiment was.

In fact, I have to say “about emotions and instincts”, because they usually work together. We don’t know if Kamprad set his strategy with knowledge of motivating shoppers, or if it was an obvious matter, but one thing is for sure: It worked. Today, IKEA stores are imitated by many competitors, and perhaps no one does not know who IKEA is and what it is doing. We can also be an inspiration, although we will not copy this successful strategy. This is because only the one who comes first can always be original ( As you can see Founder of Walmart).

“People feel confident about products and companies that have some roots and can classify them clearly.”

Lehits entrepreneurs know how their customers think

Packaging unfolded furniture in flat boxes is definitely beneficial for the merchant, as it takes up less space in the warehouse. But what about shoppers? It seems he will not agree to pay for this little “advantage” for him in the time he spends assembling furniture at home. Even if it’s a little cheaper this way. However, when we notice that the main customers are the young families furnishing their first apartment, it starts to make sense. For them, money is more valuable than time.

So the first principle says that You need to know the thinking of your customersWhether it is selling furniture or ice cream. Anyone trying to thank everyone isn’t really interesting to everyone in the end.

At the latest now

Let’s stay with the furniture disassembled. You might be surprised that the reduced price is not the most important thing. What matters is the strong emotional need to get what I buy immediately. People have an emotional attachment to the commodity they choose. Of course, let’s say smaller in the pizza box and bigger at the dining table. Now imagine they had to wait a week for the transportation company to deliver the specified and paid furniture to them. It is possible to remove the box from the shelf and take it with you in the trunk of the car In terms of emotions a very strong magnet.

So if you run a business where customers need to deliver goods (like an online store), keep in mind that speed is important. That is why most of the large online stores try to speed up their traffic as much as possible. It starts with selection. If a customer sees the information “we usually deliver within three days”, he or she will likely first try to find another store where the merchandise will be immediately available. And not only is it the specific purchase, but the good impression influences customer loyalty.

You can bet on this strong need of shoppers even if you have a stone store. Recent trends show that the buying trend is reversed: people choose goods on the Internet and then buy them in the store. That is why the important electronic stores also began to build dispensaries and stores. Try to guess the reason: Need the goods now.
That is why IKEA launched its own online store with great hesitation and without enthusiastic response. They are well aware of their advantages, and none of them are the “great” long-delivered online store.

Lehits Principle: Customers need inspiration

Small furniture stores usually have few opportunities to assert themselves compared to the giant IKEA. As early as 1953, Ingvar Kamprad realized that space was needed to sell these merchandise. Not only so that the customer can see it from all sides, but in the case of the furniture, having few chairs and one bed does not give the impression of adequate choice. You can compare twenty types of pastries in a much smaller place than twenty types of furniture. but that is not all. Ample space allows IKEA stores to arrange furniture differently than small stores can handle. Especially in In the form of rooms or even entire apartments.

Why is it important? The vast majority of clients are not residential architects and do not have a clear idea of ​​what their apartment should look like. So they are an inspiration. Of course, the interior will suggest more than straight lined beds or cabinets. They are also here, so they complete the impression of abundance and choice.

Another principle says: Inspire your customers. Again, it doesn’t matter what the domain is. When selling food, offer your customers the recipes. It can also be supplied by tools dealer. Even if he is more daring, he can cook or conduct courses on this topic in the store. If you sell computers or smartphones, show people what to do with it. Organizing readings and borrowing books in the library. At the drugstore, arrange a set of cleaning supplies, including a mop and a bucket ( Instructions for how to inspire are of course not missing in the e-book either Lehits in-store marketing).

Make yourself at home at IKEA

Let’s stay with the shoppers for a while. You definitely notice that you will find the same goods there in several places. The towel is on the bed, in the sink in the bathroom, in the dressing room, and finally on the opposite shelf. When a customer sees the goods in the real environment where he uses them, his emotional potential increases and it makes it easier for him to make a decision on his behalf. There is a strong effect of feeling “like you are at home” (or “like me” on other occasions). That’s right, it makes it easier for people to recognize what reminds them of their situation or environment. So if the towel looked like it belonged in their bathroom, they’d have one.

So we can express this principle as follows: Enhance the context. In short, customers don’t miss a lot, and those who help them get more. Arrange goods not only by types, but also according to the logic of use, preferably in parallel. You can put mustard on the shelf, but also next to the sausage. A cycling shirt is on the rack, but at the same time wrapped over the bike. Winter boots among others, but also with knitted hats and gloves.

When touching decides

The sense of touch is a very important sensation. In essence, we are convinced of the reality of the world around us. In the case of furniture, there is a need to know how comfortable the chair or bed will be. You can sit on it or lie down in the IKEA store without any worries. Children can play with games in their “futuristic” room. You can touch anything and you don’t have to look back to see if the saleswoman is behind you and aren’t strictly measuring you. At a furniture store, she crept up on me like this the whole tour.

So there is another principle that says that Experience makes it easy for the customer to decide. This experience can be the use of touch (it can touch the goods) and the test. In a store, for example, I saw an area simulating the terrain, where customers could try trekking shoes on the spot. But there are also car showrooms where the doors of the displayed cars are carefully closed. So try to give the customer a hands-on experience, a chance to try your items “on your own”. The cost of used goods may be a little extra, but the resulting effect will compensate you.

We believe what we see

And again on the topic of experience and example. When a salesperson tells you they brought their salami an hour ago, or the shoes are waterproof, you can trust them, but you don’t have to. You have no way to verify this. In IKEA stores you will find interesting display cases, for example, the machine constantly pulls out the furniture drawer and returns it. Of course as evidence of the durability of the goods. In fact, you don’t know how long this piece of furniture has stayed, but you think so because you see it “with your own eyes”.

So if you want to impress clients, use the One look is worth a hundred words. This is not new. Trader Jean Neff knew already in the second half of the nineteenth century that housewives did not have to trust him that meat would cook faster in a pressure cooker. So they cooked it in the store and gave it a taste. Where this is an important guide and overcoming distrust, use demo, opportunity to touch, and test results.

How a full stomach works

It is said that love passes through the stomach. This is also the reason why you can find a large dining room in IKEA stores. It works both ways. Customers who have already bought will go for something good. Others come to eat, and when they’re here, they go to the store. Especially since other people have no idea how close they are to them. It has been researched and confirmed that people with a full (non-congested) stomach are in a more positive, more appropriate mood. So he’s more likely to buy something.

So follow the principle Well-tuned customer buys more. For example, some supermarkets offer places to rest with refreshments within the sales area. The customer has candy and coffee, he relaxes – and can then shop a lot and with taste. Many service providers can also update their clients, for example in a hairdressing salon. Others will use the information that chocolate releases the hormone of happiness, serotonin, and will give chocolate candy to shoppers.

I know what to buy

And another inspiration. Although Ingvar Kamprad lives in Switzerland, IKEA stores are Swedish and he is not ashamed of them. The exact opposite. At a time when many chains have a completely global character and many multinational companies boast that they do not belong anywhere, IKEA is firmly entrenched. And instead of being encouraged by the Czechs, Proudly declares his country of origin. Clients clearly don’t mind, quite the opposite.

So, last but not least, let’s say it’s a good idea to be “from somewhere”. Not always, but if you get feedback from your customers, take advantage of them. As the popularity of Czech and farm goods shows, people feel confident in products and companies that have some roots and can be clearly categorized. Knowing “I know where it comes from” turns into “I know what I buy”.

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