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宜家如何引诱你买更多商品?

How IKEA gets you to impulsively buy more

Say you’ve written a list and gone to the store..
设想你写好了购物清单 走进了商场
But you quickly start buying things that you didn’t plan on.
但很快 你开始买些不在你计划之中的东西
After all, fresh produce would be nice.
毕竟 新鲜果蔬特别棒
And these look good.
这些东西看起来也不错
Half off?
打五折?
Why not!
为什么不买点呢!
Wait.
等等
Why is it so hard to stick to a shopping list?
为什么照着清单购物这么难呢
Researchers estimate that half of consumer spending is unplanned.
据研究者估计 有一半消费者的花费是计划外的
Sometimes it’s stuff you just forgot to put on your list.
有时 它们仅仅是那些你忘记加在购物单上的东西
But there’s another kind of purchase that consumer psychologists measure
然而据消费心理学家测算 还有另外一种消费方式
That would be your impulse purchase where you see something.
你看到一些东西 就会有购买的冲动
You think it’s kind of a cool item.
你认为它是一件非常酷的东西
I think I’ll buy that.
我觉得我要把它买下来
The architecture of a store can impact consumer satisfaction
商店的结构影响消费者的满意度
which in turn might spur impulse buys.
而满意度反过来又会刺激冲动购买
In the 20th century, the architect Victor Gruen used light and space to dramatically
在二十世纪 设计师维克多·格伦利用灯光和空间
stage goods in storefront windows.
将商品陈列在店前的橱窗里
His designs tried to capture the attention of passersby… and convert them into customers.
他的设计尝试去吸引路人的注意 然后把这些路人变成顾客
Today, people call this technique ‘The Gruen Effect.’
如今 人们称这个手法为“格伦效应”
It happens when a store environment takes you from shopping for a specific item
当商店的环境使你从购买特定商品到为购物而购物时
to shopping for shopping’s sake.
格伦效应 就发生了
it’t about the mind set and the environment that they try to create.
这就是他们尝试去营造的思维定势和购物环境
Does this sound familiar?
这听起来耳熟吗?
Think about your last trip to IKEA.
回想一下你最近去宜家的经历
They have the restaurant with the Swedish meatballs and all of this stuff. And that’s not a coincidence.
那的餐厅有瑞典肉丸和所有布置 这不只是个偶然
You’re trying to build excitement
他们在试着营造兴奋感
because when people are excited and aroused they’re more likely to buy.
因为被唤起兴奋感的消费者更有购买欲
Almost 20 percent of our buying decisions
我们所有消费抉择中 有几乎20%的选择
are based on logic and needs.
是基于逻辑和需要
80 percent of our buying decisions are actually based on emotions.
80%的抉择实际上是基于情绪的
And we try to make that connection or bridge that connection
并且我们努力去建立这种联系或者整合这种联系
Yeah of course we are retailers so we try to make sure that you know, grab a thing or two.
当然 你知道的 我们是零售商 所以我们努力让你买上一两件东西
My name is Richard La Graauw and I’m creative director for Ikea here in the US.
我叫理查德·拉·古拉乌 我是一名美国宜家的创意总监
Which is an important job.
这是一个重要的工作
He’s in charge of how the products are presented in the store. That includes layout.
他负责设计商店的商品摆放和布局
Retailers pay close attention to how their floor plan can change in-store behavior.
零售店十分关心他们的楼层平面图怎样改变顾客的购买行为
Grid layouts emphasize speed and convenience.
网格化布局强调速度和便利
Where freeform layouts allow exploration,
而自由布局则提供探索的可能性
which can make customers visit more parts of the shop.
这可以让消费者参观店内的更多部分
And racetrack designs create a loop that exposes customers to a certain path of product.
赛马场的设计创造了一个循环 让顾客按特定路径接触商品
IKEA uses a fixed path through a maze of product displays.
宜家在迷宫般的产品展示中使用固定的路径
That can extend the distance travelled in store.
那可以拉长顾客在零售店里逛的距离
So the more you travel, the more items by definition
你逛的路越长 你看到的商品就越多
as a shopper you’ll be exposed to.
你买的也就会更多
At the entrance, most customers will be drawn to a bright yellow bin of bags,
在入口 大多消费者都会被吸引到一箱亮黄色的袋子旁
placed next to the escalator.
而这些带子就放在电梯旁
Spots of light guide your eye to the entrance of the showroom
聚光灯把你的目光引到商品陈列室的入口
And before you know it, you’re taking the scenic route.
不知不觉你就已经进入了观光路线了
So with light, you can actually steer consumers towards different areas and toward different product selections.
实际上 用灯光就可以引导消费者去不同区域 浏览不同的可供选择的商品
On average, customers only visit about a third of any retailer’s floor area.
基本上 消费者仅仅浏览店内三分之一的区域
IKEA’s layout forces customers to cover more ground.
宜家的布置迫使消费者去逛更多的地方
IKEA was always designed as a place where you can see, touch, and try, no?
宜家总是被设计成一个可见可触可尝试的地方 不是吗?
So they can spend hours if they want to.
所以只要顾客想 他们便可以逛上数小时
But there’s also consumers that know exactly what they want and just want to have it quick.
但也有一些消费者清楚地知道他们想要什么 并且想尽快得到它
So it’s tailored to both.
所以它是为两者量身定做的
One researcher in London surveyed an Ikea
一个伦敦的调查员调查了一家宜家商店
to hand-draw these pedestrians pathways.
并画出了这些产品陈设路线
This heat map of the showroom was generated using her data.
这张商品陈列室的热点图是在使用她的数据后生成的
It looks like the path guides are working.
这看起来好像道路引导起了作用
Where Victor Gruen simply used a hunch to invent window shopping,virtually
维克多仅用直觉就创造了购物窗橱 实际上
any store from IKEA to your local grocery has a trove of big data at their fingertips.
不论是宜家还是当地杂货店都掌握着大量的大数据
we use high technology to calculate
我们用了高科技去计算
actually the flow of consumers and where they’re interested
实际上顾客走过的路径 他们感兴趣的地方
and in which areas they intend to go.
和他们想要去的地方
And that works all based on Beacon technologies.
所有这些成效都是基于“信标技术”
Which means retailers like Ikea will only get better at nudging you to spend time in
这意味着像宜家样的零售商只会更好地说服你花时间
more parts of the store.
去逛商店更多的地方
So, compulsive shoppers, the next time you go to the store… consider taking the shortcut.
所以冲动型购物者 下次你去这类商店时 可以考走捷径
Or, at least, don’t forget what you came here for.
或者 至少不要忘记你来这是为了什么
Because it probably wasn’t plants and a plate of meatballs.
因为你很可能不是为了植物和一盘肉丸来的
You do you, though.
但是 你看着办吧!

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视频概述

维克多效应让人们倾向于买更多的商品,宜家恰到好处的运用了这一点。

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视频来源

https://www.youtube.com/watch?v=WYKUJgMRQ7A

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