1. Creating an immersive experience
The basic feature of the game is the immersive experience. The only thing in your sight is the screen, the background music and game sound effects are in your ears, and all your attention is on the game. The five senses are basically isolated from the outside world. You have to see whatever the game shows you. This is also the goal of all businesses. The longer you are immersed, the higher the chance of buying something. IKEA does this very well.
1. Reduce the burden on attention
Don’t worry about finding the way. IKEA places landmarks as much as possible on nearby roads, and makes the IKEA sign as big as possible so that you can find it from a distance.
No need to worry about parking, the building structure is simple. IKEA stores are generally divided into three levels. The upper level is the display area, the second level is the shelves, and the first level at the bottom is the parking lot. Parking is easy and it's obvious where to start.
Don’t worry about taking care of your baby. IKEA also provides a special childcare space at the entrance, which has amusement facilities and caregivers, so that parents’ most attention-consuming problem of shopping and taking care of their children is solved.
After completing these three points, all your attention worries before going to the mall have been solved. Next, IKEA is ready to start filling your attention again with its own products.
2. A high degree of exclusivity
Set the scene. IKEA doesn't just show you a certain product right away, but shows you the entire living space at once. The first area you pass when entering IKEA is not the shelves, but a model room that looks like a real home. From large sofas, cabinets, desks, to water glasses, cushions on the table, and even paintings hanging on the wall, everything is available. IKEA will also make adjustments to the details according to the user's living environment. For example, IKEA found that citizens in Mumbai, India, spent a particularly long time looking in the mirror before going out, so they placed full-length mirrors in conspicuous locations in their model rooms. In Xi'an, IKEA's doll figures were transformed into the style of the Terracotta Warriors and Horses. These rich and intimate settings will fill your attention immediately.
No windows. There are never windows in IKEA stores, so you can temporarily ignore all distractions outside.
No promotion. The staff in the mall will never take the initiative to sell to you. After all, this is interrupting the immersive experience and reducing the user's attention to the product and environment.