IKEA has mastered the “Gruen effect.”
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Researchers estimate that 50 percent of purchases are unplanned. These purchases, especially impulse buys, present an opportunity for retailers who can entice consumers to deviate from their shopping lists.
One of the most effective ways to influence this is through a store’s architecture. In the 20th century, the architect Victor Gruen, who pioneered the first American shopping malls, used light and space to dramatically stage goods in storefront windows. His designs were meant to capture the attention of passersby — and convert them into customers. This conversion became known as the “Gruen effect.”
Watch the video above to learn how Ikea has mastered the Gruen effect with a carefully designed store layout that gets customers to travel further distances… and buy more.
For the curious, here are a few links:
Read Jeffrey Inman’s research on unplanned spending: http://www.advancingretail.org/sites/default/files/resources/The-Effect-of-In-Store-Travel-Distance-on-Unplanned-Spending.pdf
Watch a video from University College London Professor Alan Penn, who breaks down Ms. Kazim’s research in greater detail: https://www.youtube.com/watch?v=NkePRXxH9D4
And finally, I recommend reading Victor Gruen’s biography, “Mallmaker” by Jeffrey Hardwick. You can also learn more by listening to this 99% Invisible podcast episode that features Hardwick and details the history of the Gruen effect: https://99percentinvisible.org/episode/the-gruen-effect/
The Goods by Vox explains what we buy, why we buy it, and why it matters.
Watch the rest of The Goods videos on YouTube: http://bit.ly/2PvjHCB
Vox.com is a news website that helps you cut through the noise and understand what’s really driving the events in the headlines. Check out http://www.vox.com.
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Video Rating: / 5
You all know that I love IKEA. I find it a really inspiring store to stroll around. But, with extra restrictions in place, there is absolutely no strolling going on. However, I know a lot of people are using this opportunity to reorganize their craft spaces. So I’d like to offer you the 7 things that I think are worth ordering from IKEA if you are working on your crafty space!
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Product Links –
*Kallax Units – https://www.ikea.com/us/en/cat/kallax-series-27534/
*Billy Bookcases – https://www.ikea.com/us/en/cat/billy-series-28102/
*Skadis Pegboard – https://www.ikea.com/us/en/cat/skadis-series-37813/
*Sunnerstra rail system – https://www.ikea.com/us/en/search/products/?q=sunnerstra
*Bekvam spice rack – https://www.ikea.com/us/en/p/bekvaem-spice-rack-birch-40070185/
*Variera storage – https://www.ikea.com/us/en/search/products/?q=variera
*Fanbyn Table – https://www.ikea.com/us/en/search/products/?q=fanbyn%20table
*Nordern Table – https://www.ikea.com/us/en/p/norden-gateleg-table-white-10423886/
*Alex drawer units – https://www.ikea.com/us/en/cat/alex-series-47147/
*Micke desk system – https://www.ikea.com/us/en/cat/micke-series-17499/
