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建立人际资源圈The Atmospherics of Ikea
2015-06-14 来源: 51due教员组 类别: Essay范文
The Atmospherics of Ikea
宜家为客户精心设计了一款刺激客户消费的一系列产品，包括平面图，温度，光照等诸多方面，这一系列产品已经成功地在大范围的地方，超市，商场，主题公园和餐馆使用了。
Atmospherics, carefully designed to induce consumer to dip into their pocket, consists of the floor plan, temperature, lighting and many other elements. It has been successful to be employed in a wide range of places, supermarkets, shopping mall, theme parks and restaurants. The list can go on and on. Ikea, a standardized retailer of furniture, is one of the examples that atmospherics has a marked effect on its customers.
The floor plan and layout of Ikea is one of the kind in the industry. As Tim Magill said, “We want you to get lost,” the layout of a commercial space is aimed at dazzling its prey. Once a customer steps into the territory of the huge warehouse-like store, he/she is immediately be wheeled forward on a conveyor belt, whose route is manipulated and set in default. One way in, one way out. Customers are left no choice of making a return trip, meaning that they have to make the decision on the spot whether they will buy the particular item or not. If they regret their decisions later on, they either take an awful lot of trouble of going back or abandon the item entirely. Generally speaking, customers are inclined to shut out these two mindsets, which will prolong their time in front of a shelve, hesitatingly deliberating whether to make this purchase or not. That’s where the trick begins to work wonder. Customers are apt to put the goods into their carts if they have second thought on them. The arrangement of Ikea’s different functional spaces also find its way into customers buying impulse. When customers start their trip in Ikea, right away they are greeted with various stimulated rooms, such as bedrooms, living rooms, and cloakrooms. Customers can get a feel of a lovely, warm, and space-savvy modern house. The same also applies to Mystic Seaport and Sturbridge Village, where historic authenticity is one of their selling points. They can actually touch it, feel it, sit on it and even sleep in it! The theme of home touches the bottom of people’s heart. Yet at this stage, which is just only a beginning of a dazzling maze, customers cannot put whatever they like into their carts. They have to explore more inwards into the store. After a reasonable-or-not length of time spent in all kinds of exhibitions showcasing the best it can offer, the food court and playground for kids finally reveal themselves. Doubtlessly, it is a comfortable place for exhausted customers to rest and get a second wind. Hardly can anyone resist not to pay extra here.
The temperature and lighting of Ikea also goes a long way to its sales. The temperature is comfortable, either free you of the heat or the cold. The lighting is adjusted in different areas of the store. For example, the lighting in the exhibition areas of the bedrooms are usually not that bright. Sometimes a lamp also turned on, whose glimmer make the ones who is situated in this space feel they are relaxed, as if they are in their bedrooms in reality. On the other hand, the function of kitchen is brighter than other areas. The shinning kitchenware are more visible to their buyers thanks to the incandescent from all angles. Visual stimulation has been tested by Frank Baum in the 1980s. He found out that blend of color and light could stimulate positive emotional response to certain products and areas in the store. Because the whole space is closed, customers are not actually have any idea of the passage of time. They are lost in picking and choosing.
There are even more subtle ways that Ikea work out to stimulate customers buying experience, which eventually count to its popularity with its customers and sales boost.
51Due网站原创范文除特殊说明外一切图文著作权归51Due所有；未经51Due官方授权谢绝任何用途转载或刊发于媒体。如发生侵犯著作权现象，51Due保留一切法律追诉权。
宜家为客户精心设计了一款刺激客户消费的一系列产品，包括平面图，温度，光照等诸多方面，这一系列产品已经成功地在大范围的地方，超市，商场，主题公园和餐馆使用了。
Atmospherics, carefully designed to induce consumer to dip into their pocket, consists of the floor plan, temperature, lighting and many other elements. It has been successful to be employed in a wide range of places, supermarkets, shopping mall, theme parks and restaurants. The list can go on and on. Ikea, a standardized retailer of furniture, is one of the examples that atmospherics has a marked effect on its customers.
The floor plan and layout of Ikea is one of the kind in the industry. As Tim Magill said, “We want you to get lost,” the layout of a commercial space is aimed at dazzling its prey. Once a customer steps into the territory of the huge warehouse-like store, he/she is immediately be wheeled forward on a conveyor belt, whose route is manipulated and set in default. One way in, one way out. Customers are left no choice of making a return trip, meaning that they have to make the decision on the spot whether they will buy the particular item or not. If they regret their decisions later on, they either take an awful lot of trouble of going back or abandon the item entirely. Generally speaking, customers are inclined to shut out these two mindsets, which will prolong their time in front of a shelve, hesitatingly deliberating whether to make this purchase or not. That’s where the trick begins to work wonder. Customers are apt to put the goods into their carts if they have second thought on them. The arrangement of Ikea’s different functional spaces also find its way into customers buying impulse. When customers start their trip in Ikea, right away they are greeted with various stimulated rooms, such as bedrooms, living rooms, and cloakrooms. Customers can get a feel of a lovely, warm, and space-savvy modern house. The same also applies to Mystic Seaport and Sturbridge Village, where historic authenticity is one of their selling points. They can actually touch it, feel it, sit on it and even sleep in it! The theme of home touches the bottom of people’s heart. Yet at this stage, which is just only a beginning of a dazzling maze, customers cannot put whatever they like into their carts. They have to explore more inwards into the store. After a reasonable-or-not length of time spent in all kinds of exhibitions showcasing the best it can offer, the food court and playground for kids finally reveal themselves. Doubtlessly, it is a comfortable place for exhausted customers to rest and get a second wind. Hardly can anyone resist not to pay extra here.
The temperature and lighting of Ikea also goes a long way to its sales. The temperature is comfortable, either free you of the heat or the cold. The lighting is adjusted in different areas of the store. For example, the lighting in the exhibition areas of the bedrooms are usually not that bright. Sometimes a lamp also turned on, whose glimmer make the ones who is situated in this space feel they are relaxed, as if they are in their bedrooms in reality. On the other hand, the function of kitchen is brighter than other areas. The shinning kitchenware are more visible to their buyers thanks to the incandescent from all angles. Visual stimulation has been tested by Frank Baum in the 1980s. He found out that blend of color and light could stimulate positive emotional response to certain products and areas in the store. Because the whole space is closed, customers are not actually have any idea of the passage of time. They are lost in picking and choosing.
There are even more subtle ways that Ikea work out to stimulate customers buying experience, which eventually count to its popularity with its customers and sales boost.
51Due网站原创范文除特殊说明外一切图文著作权归51Due所有；未经51Due官方授权谢绝任何用途转载或刊发于媒体。如发生侵犯著作权现象，51Due保留一切法律追诉权。
