Apple IKEA And Other Terminal Store Design: Refraction Experience Charm

In the age of experience economy, basic products and services have been unable to meet.

experience

The following three typical cases will explain how to make use of the atmosphere, organization and availability of the space environment to enhance the customer's cognition of the brand, enhance the value created by the brand for the customers, and establish a complete brand.

Experience Apple's creative atmosphere

What is the first feeling of customers entering the shop? Happy, depressed, warm or indifferent? A good storefront atmosphere can make people forget, but a bad store atmosphere can make people turn around.

Color, lighting, space, markings, decorative styles, and even smell, all elements will have an impact on the atmosphere.

If these elements are applied properly, they will bring great enjoyment to consumers, otherwise customers will turn around and leave, or even stop patronizing them.

In the marketing world, there is a saying that primary marketing is a product, intermediate marketing is brand, advanced marketing is culture, super marketing is religion.

Martin Lindstrom, a famous American brand consultant, once said, "Apple's brand power is so strong that people have regarded it as a real religion."

Apple's myth stems from its innovative charm. However, how can we convey inspiration and creativity to consumers and let consumers feel it?

The appearance of a pre emptive store

In anticipation of many fans, in July 19, 2008, Apple's first Chinese shop opened in Sanlitun, Beijing, with a floor area of 995 square meters, with a total of three floors and 65 shop assistants.

Although it is still a copy of the "template", the appearance is still a constant mix of stainless steel and glass, and the huge apple Logo still hangs on the stainless steel square. The charm of the "glass box" is still unstoppable for fans.

In experiential marketing, the appearance of experiential shop is a powerful tool for sensory marketing, and plays a key role in attracting customers' eyes and leaving a good impression on customers.

Jobs positioned Apple experience store as "to add color to life", and the apple experience shop he designs has really brightened everyone's eyes.

Apple experience shop, which is crystal clear, symbol of intelligence and high-tech cube, is enough to catch customers and let them first receive the brand personality electromagnetic waves emitted by apple.

The first step is to attract customers into shops and start their more wonderful Apple experience.

Store design for Transboundary thinking

Then, what are the "mystery" hidden in the stainless steel "glass box" almost identical across the globe? When you enter the glass door and enter the world of "apple" everywhere, the answer becomes clearer.

The ivory white walls and inlaid printed pictures in the middle of the shop remind people of iPod or MacBook.

The interface between the white fuselage and the boot is exactly the same as the pictures on the walls.

If you pay attention to it, you will find that this consistency runs through almost all Apple related matters, including TV advertisements, print ads, outdoor advertisements, and the design of bolts and even railings of staircase stairs.

The store's eye-catching glass staircase is enough to attract consumers onto the two floor.

This is the sales area of Genius Bar and accessories.

Traditional stores will store all the information in the eyes of customers, for fear that any product posters or discount information will be ignored by customers.

The apple store only focuses on some important information, such as publicizing brochures for Chinese shops, shopping guides in stores, etc.

They will appear below the customers' sight, so they will never appear abrupt.

Apple experience shop not only creates cross boundary experience atmosphere with walls, stairs and goods combinations, but also becomes an important part of consumer experience.

In Apple China store, customer service commissioners in light blue tops are everywhere. They have been selected and trained for more than half a year.

On the two floor of the genius bar, employees wearing dark blue jackets are special talents to help customers deal with technical problems.

Just like Apple's brand and product has always been a warm, friendly, helpful image, Apple hopes that the salesmen will consolidate this image, create an atmosphere that allows consumers to experience and enjoy shopping happily, and bring consumers a complete brand experience.

Through these ubiquitous details, apple experience shop accurately pmitted the brand image to consumers, but also gave them a stronger desire to own Apple products.

When customers immersed in Apple experience shop, intoxicated in Apple created pleasant atmosphere of ideal life, the emotional value of customers has also been unconsciously promoted.

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Unique store atmosphere and innovative thinking.

Ron Jonsson and Steven both stressed: "retail stores are used to let consumers experience and bring them joy in using Apple products, and sales are not the sole purpose of Apple stores."

As Bell Sten analyst Andrew Neff pointed out, the key to the success of Apple experience shop is still a product. However, its excellent store strategy has also played a complementary role.

Every time Apple meets with customers, memories of apple are pmitted.

In the atmosphere of flashing innovation, consumers can happily and happily solve their problems with Apple product group.

Apple's "think marketing" encourages consumers to think more carefully, so that they can see more clearly, so that customers can get a deeper understanding of the company and its products, and further feel the personality, culture and value of Apple products.

Maze space organization of IKEA

The atmosphere determines the overall feeling of the environment, and the organization determines the function of the environment.

Is the space in the shopping aisle spacious enough? Is it easy to find products? Are prices and information clear? All these factors will have an impact on customer purchase behavior.

In addition, is there a lot of "impulse buying goods" that people want to buy, whether to set up oblique crossing channels to facilitate customers to browse other counters, and also the secret of winning the organization in experiential marketing.

In a recent speech, Alan Penn, a professor at University of London, said IKEA might be the greatest store in history.

Research shows that the unique store line design has made IKEA create an amazing achievement not only for furniture stores but also for all stores, of which up to 60% of product sales are not in the original shopping list of customers.

Labyrinth route, induce impulse shopping.

Although IKEA's unique product design is an important reason for customers to buy goods beyond their plans, the store line design is also a must.

The world's IKEA uses the same store line design: when customers walk in, it seems that they have entered a labyrinth. They only want to buy Lamps and lanterns, but they need to go through cabinets, bedding and other areas, and make a detour for a long time to arrive.

Many times, customers can't find or decide where they want to buy goods after five or six times in one place.

Why does this route design not make customers feel bored? Instead, it will lead to impulse buying by customers. Professor Alan's explanation is very interesting: IKEA lets customers spend time unwittingly in the layout of unique sample rooms, which are always IKEA, creative and cheap products, and the most creative space design.

Unlike the ordinary hypermarket, this maze design allows IKEA customers to follow others' footsteps naturally in the same direction.

This kind of "simple follow up without brains" makes those customers with strong autonomy in other stores gradually unload their defensive psychology, and easily and naturally print all kinds of products of IKEA in their minds, thus inducing the possibility of impulse shopping.

Delaying pleasure and letting customers get action experience

Such a tortured route will actually give customers a discount on their shopping experience. But why do customers often go back to "lost" after a few months? The answer lies in the "Delayed Gratification" brought by the IKEA store line.

"Delaying pleasure" stems from a Standford Marshmallow test study at Stanford University.

To put it simply, for example, if people want to lose weight, they must work hard and have a diet first. After three months, they can see their skinny appearance and enjoy the happiness after losing weight.

Studies show that this delayed pleasure brings happiness to people several times more than instant pleasure.

In IKEA, the time spent by customers in the maze is the time of "delaying", so the pleasure of paying the bill at the end is several times that of the original planned shopping.

In fact, IKEA's Labyrinth is not a shortcut that has not been cracked. They are hidden in the most inconspicuous places.

Only regular customers who are frequented frequently are likely to find and go straight through shortcut shopping.

And this ingenious design will create a special sense of achievement for IKEA's loyal customers and enhance their brand loyalty in an invisible way.

With ingenious route design, IKEA has made customers find the most valuable delay pleasure in the process of "maze searching for treasure". The 60% impulse shopping created by them is the best affirmation for such an experience organization.

As a successful experiential marketing, IKEA's Kung Fu is not only reflected in the design of store line.

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Placing products and caring services to enhance spiritual value

In the past, furniture shops tended to display their products according to their functions (for example, sofa area, cabinet area, jewelry area, etc.), while IKEA changed its traditional way and carefully designed different model rooms, so that people could feel the real feeling of moving all kinds of IKEA products back to their homes.

In addition to providing customers with free decorating instructions and suggestions, templates can also improve the possibility of matching products with sales.

For example, for those customers who only list the sofa in the purchase list, they will increase the purchase of their tea tables or light and photo frames because of the comfortable and harmonious layout of the living room.

In addition, traditional furniture stores often warn "valuables, please don't try to sit" on some dirty or relatively expensive couches or beds. In IKEA, all products can be tried by customers.

IKEA encourages consumers to have a comprehensive personal experience in the store, such as opening the drawer, opening the door, walking on the carpet, trying the bed and sofa is firm and comfortable.

Some showrooms also specifically remind customers: "please sit up and feel how comfortable it is!" and the purpose of domestic customers to go shopping is not only shopping, but also a very important leisure experience.

On the weekend of heavy traffic, the sofa, chairs and beds in IKEA store were almost full of people.

This kind of non shopping purpose passenger can not create instant sales, but in the long run, it plays an important role in building brand image and fostering potential customers.

In addition to the objective environment, the sense of feeling brought by shop assistants is also very important.

In IKEA, the shop assistants always stand quietly and politely. They won't disturb you unless you ask the clerk for help.

This arrangement is conducive to customers' meditation and making decisions in a relaxed and free atmosphere.

Experience the simple and luxurious environmental availability of Hermes.

"Let customers take Hermes as a street garden and relax and come in."

Hermes, who aims to improve the brand's public image, understands the logic of winning the luxury market profoundly and precisely, so that it can experience the unique style and enhance customer satisfaction to spiritual value.

Luxury stores have always given people the impression that they are arrogant, cold, rigid, and refuse to be thousands of miles away. They are always on the high side and have nothing to do with ordinary people.

For most people, "not available" is the deepest feeling left by luxury stores.

In 2010, Hermes, which has a history of more than 160 years, achieved sales of 2 billion 400 million euros, up 25.4% over the same period last year. Net profit was 421 million 700 thousand euros, up 46% over the same period last year, and its operating profit margin was 27.8%, creating a new high since the group went public in 1993.

This remarkable performance is inseparable from Hermes's efforts to reverse the luxury industry, to put aside its airs, to encourage the dissemination of the civilian experience, and to give maximum experience to the experience.

Classic for magic store renovation

Before that, who would have thought that the Luzia swimming pool, built in 1935 in Paris's street, will be pformed into an Hermes Art Center? This classic store is not only a flagship store, but also a better interpretation of the essence and unique charm of Hermes as a leather brand established in 1837.

The entrance of the store is low-key and secret, which is an arch between the two French windows of the historic Luxury Apartments.

Before opening the archway, no one can imagine waiting for their surprise behind the door.

But it is this beautiful, natural and mysterious design that attracts people to go to the swimming pool and go to the bottom of the three small wooden houses with interest.

The stairs inside the store are directly inserted into the floor of the original sinking swimming pool.

The staircase rails are woven from wood chips similar to rattan, granite is used on staircase and pool floor, and leather is used in staircase handrails.

The original floor and wall decoration of the lute Asia swimming pool is still preserved.

Three light and spacious wooden houses were designed inside the pool.

The original ecological modeling brings people plenty of association.

The atrium carries natural lighting through three huge glass screens.

As the distance from the atrium lighting room is getting closer and closer, the three wooden houses become more and more tilted, giving people a sense of vigor and vitality.

The cabin is the exhibition hall of Hermes, which is bright, comfortable, and showing quality.

At the same time, it provides a comfortable environment for the customers of Hermes. The logs are served at table, and the leather sofa waits for customers to rest at any time and anywhere.

These unpainted natural wood and rock tiles full of natural beauty create a warm and comfortable feeling of "tea after dinner".

Let customers immerse themselves in it and enjoy this almost perfect sensory experience and emotional experience.

Close to civilians, shaping experience availability

For luxury brands, it is not easy to destroy the brand image while building a people friendly image.

In fact, at the beginning of the establishment of Hermes brand, we attached great importance to the close communication between designers and customers.

Mantel, chief designer of Hermes new store, explains why the brand is "close to the people" and "how to be close to the people".

His unique innocence and perseverance found a more rational way of development for Hermes.

Mantel and Hermes made a successful civilian service experience.

The store style that once tried to maintain the luxury of kingdoms and look down on people is gone. The shop door is no longer a black suit with a professional smile. It no longer shows you new products with thousands of Euro uniforms, and then tells you that you need to book seven years in advance.

In the experience shop of Hermes, located in Paris's road special store, customers who wear flat bottomed sports shoes can see that luxury stores are seldom tolerant. They welcome people to visit freely.

The experiential shop is full of people's daily conversation like neighbors, and the shopping guide will not take any unusual look at the customers who enter the door.

In this popular design movement, Hermes maintained the elements of "taste", maintained the precarious self-esteem of luxury brands and its VIP customers, and successfully created a broader mass base in the declining price and continued to pride themselves on the noble status of the top luxury brands.

In this process, Hermes did not cut prices from beginning to end.

In 2011, Hermes declared with great confidence: "we are very confident that the growth rate will reach 10% to 12%."

As a representative of the top luxury goods, Hermes has opened up a new path to maximize the availability of storefront experience, and turn the harsh, refined and noble brand connotation into a friendly, populist, non whitewashed space environment, create emotions in the consumption experience, and use close emotional marketing to find an excellent balance between the populace and luxury.