IKEA has mastered the “Gruen effect.”
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 impulse buying 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.
Read the story at VOX.
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