At IKEA, we always fall for more than expected. And it’s no coincidence. Between decor at low prices and formidable strategy, the brand knows exactly how to make us fill this damn yellow bag.
A poäng armchair, a Bestå TV furniture, Skubb storage boxes, Majgull curtains, a Ranarp bedside lamp … At Ikea, each object has an unpronounceable name but fully fulfills its mission: dressing the interior without ruining the budget. The brand has made decoration and interior design a simple, clever and accessible pleasure. And it works. Better still: that is a hit. For more than 40 years in France, Ikea has been teaming studios, teenage rooms, small spaces and large families. In September 2024, she struck hard by inaugurating a new 6,200 m² store in Place d’Italie, in the 13th arrondissement of Paris. At the opening, BFMTV cameras filmed an impressive crowd, proof that the craze does not be blurred. Because if Ikea still seduces as much, it is thanks to its ingenious products, its mini prices and this ability to make us crack – often without being realized.
How to explain such success? Several reasons: the products offered are often very ingenious, they are easily climbed and quickly become cult. But Ikea’s great strength is above all the low cost of the items sold. Besides, this is why we tend to crack without guilty when we wander in one of the aisles of this store. Well did you know that this cracking was well thought out by the brand itself?
It is in a report of the program Capital on M6 that we learn. You must have noticed that before reaching the boxes, you are forced to follow a whole labyrinth with many turns. It is “An invention of the brand to force you to look at certain well -chosen products“Explains a journalist. It is an employee of the brand who confirms it on the camera.”Looking, he fled when we really have a straight line so, it’s important to stop the customer’s gaze and be able to offer him lots of things“.
Whenever you turn, your gaze is at 45 ° and just in this place, which you cannot miss, the brand has placed products within 5 euros. And they are positioned throughout the route in order to be sure to make you succumb. “”They are there to cause a first purchase of pulse“, We are told in the video. So, had you unmasked this technique? And, are you sensitive to it?
Leaving the store, yellow bag on the shoulder and candle scented in the bag, we often tell ourselves that we had come just for a cloth. But this is all the magic of Ikea: successfully letting us go with a LED garland, a bamboo tray and a potted plant without having this intention at all …
