"IKEA river delta" triggers buying reflex: psychologist explains how the furniture store pulls money out of customers' pockets

The Swedish furniture store giant IKEA spends a lot of energy making sure that customers feel comfortable when shopping.

However, this does not happen unselfishly.

A bistro that invites you to linger, a children's paradise that the little ones don't want to leave: IKEA doesn't just buy chairs, beds and cupboards. The furniture store has a wide range of offers for customers, starting with the fully furnished living spaces that are intended to serve as inspiration. The lighting and the routing are also part of a

tried and tested sales concept that is intended to put customers in a cozy mood and thus stimulate their buying mood.

According to the psychologist Norbert Wittmann, whoever spends a long time in the store also buys more. Wittmann, who has specialized in shopping psychology, among other things, was the

Business Insider

portal

according to advice for IKEA.

He reveals how it can happen that you always buy things * at IKEA that are not on your shopping list.

Vases, napkins, pillows: a tried and tested sales concept is in place in the “IKEA river delta”

According

to

Business Insider

,

people need an average of

around 45 minutes to drive to IKEA.

For many, this represents an effort that should be rewarded with a successful purchase.

If you need a cupboard, for example, but cannot decide on one of the many models on site, you may leave in frustration.

According to the psychologist Wittmann, there is the IKEA “river delta” for such cases.

This is the shopping area at the end of the furniture store route.

There is no longer a given route. You are confronted with an abundance of goods - duvets, pillows, lamps, order aids, dishes and small decorative items such as vases blow up the shelves. Shortly before the checkout, almost every visitor ends up with some of the goods on display in their shopping carts. When they get home, some of them ask themselves: Why did I still pack napkins and scented candles?

The buying reflex, which often starts in the “IKEA river delta”, corresponds to a reward for the journey, according to Wittmann

. How can you outsmart the furniture store? Write down which furniture and utensils you really need and strictly adhere to this shopping list. This not only saves you money, but also prevents useless things from piling up at home.

(jg) * Merkur.de is an offer from IPPEN.MEDIA.

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