Starbucks, IKEA, KFC and McDonald's always give me a warm feeling. Whenever I go to a strange place or meet someone I don't know very well, I will give priority to these chain stores. Because they give me the feeling of freedom, familiarity and warmth, I know what to order, I know the unit price of the guest, and I know that many of my actions will not lead to eviction. Later, I found that many of their users had the same experience as me. The reason why I like these stores is that they are tolerant and open, especially the well-trained clerks, who can treat customers equally whether they spend or not.

I saw a case in Zhihu, saying that I was waiting for someone at Starbucks, but I had a stomachache during my period, and the clerk came up to ask her if she needed help. She said it would be fine to sit down for a while. The clerk said, you can always sit here and ask me for help if you need anything. She felt very warm and moved in her heart.

From the media reports, it seems that there are quite a few behaviors of loitering at Starbucks, sleeping at IKEA and going to the toilet at KFC, so why don't they set up a fast sign (consumption area) like some stores to stop customers who don't spend?

I think from the profit point of view, they must have done cost accounting, and the benefits of not expelling customers outweigh the expenses.

These users who are loitering are likely to be potential consumers.

In the short term, these users who are loitering over their seats seize the position, which may lead to the embarrassment that customers who are really spending at Starbucks can't find the position, and it is also possible that potential users will see Starbucks being full and switch to other stores and lose sales.

But an important lesson in politics teaching in senior high school is that people should look at problems from a long-term perspective. In the long run, these users are potential consumers and even potential communicators. Just because he doesn't consume now doesn't mean he hasn't consumed before or won't consume in the future.

for Starbucks, except for holidays and weekends, most of the time, there will be idle positions in the store. For enterprises, it is definitely better to use these idle positions to show the "third space" culture of Starbucks to potential consumers, so that users can directly feel a good experience than to put advertisements in the media. When these users feel comfortable, maybe he will spend money next time, or he will spread this good experience to his friends.

Of course, there are some users who are originally Starbucks users, but they just don't want to drink coffee at the moment, so they just want to sit for a while (for various reasons such as waiting for people). At this time, if Starbucks is driving away customers, then this real user may also be lost because of your bad experience.

users who nap may bring benefits in other places

The behavior of napping in IKEA has attracted a lot of media attention, and the media likes to talk about the quality of the people at the highest point of morality (the quality of the people abroad is not much higher, and I think it is a bit over-consumption of the quality of the people). The media can see that IKEA itself is quite tolerant of these behaviors, and even openly welcomes users to come to sleep. It can be seen that these users who sleep may have brought invisible income to IKEA.

my guess is that these invisible incomes should be in catering.

According to the data, the total income of IKEA in China in 2115 was RMB 11.5 billion, while the income of restaurants was RMB 1 billion.

In 2116, the revenue in China was over RMB 12.5 billion, while the revenue of restaurants was estimated to be over RMB 1.2 billion. In other countries, IKEA's catering revenue only accounts for 5% of the total revenue, which has doubled in China. According to my own tasting experience, the taste of IKEA restaurant is not particularly in line with the eating habits of China people. However, this doubled data is likely to be the extra benefits that the snoozers have brought to IKEA. For many people, beds and wardrobes are large consumer goods. For one thing, they are not consumed many times, so it is necessary to make a comparison before making a decision. However, it is still an easy decision to have a meal after rubbing the air conditioner at IKEA.

Free rubbing brings popularity and atmosphere

Nowadays, many stores are empty, trying to increase their passenger flow, and even paying a lot of money to invite people to the store to bring popularity. Under normal circumstances, the more popular the store, the higher the enthusiasm of employees and the better the service; The more empty the store, the lifeless the employees are, so many people are willing to go to the store to rub the space, which is not a bad thing for the store, at least to make the atmosphere of the store active.

I like the atmosphere of Starbucks very much, because I think there is a sense of social, business and writing in Starbucks. A friend told me that I saw a group of people in a meeting at Starbucks, but nothing was ordered. I think it is because these white-collar workers are willing to go to Starbucks for meetings that more and more people will go to Starbucks to work and discuss cooperation. More and more people choose to go to Starbucks not because of its delicious coffee, but because of its good atmosphere. Starbucks CEO Schultz has always stressed that Starbucks sells more than just coffee, but the "third space" outside the home and office. I think it is because there are a large number of high-quality people who rub seats that invisibly promote the formation of the atmosphere of "the third space".

Go and feel that the atmosphere of social and mobile office is very weak, whether it's the so-called characteristic theme cafe or the recently emerging tea shop that wants to compete with Starbucks. So if there are fewer people and quieter in those spaces, I will still choose Starbucks, because in those spaces, I always can't find this atmosphere and have no intention to work.

Shops that expel customers

There are still many stores that expel customers in China. Many stores set up signs (consumption areas), or when the waiter comes to ask you what you need with a menu not long after you sit down. If you sit down just because you are waiting for someone, you will immediately feel embarrassed. So unless I have to, I generally don't go to these stores to spend money.

under normal circumstances, I spend a little when I go to Starbucks, IKEA, KFC and McDonald's. But when a store clearly stipulates that no consumption is allowed, I still feel depressed. I even wonder if the clerk will drive me away if I occupy a seat for a long time. Or when I see that the store is empty, but a large group of people are squatting beside me, I will also feel embarrassed.

A good retail enterprise should be open and respect customers. When you enter the store, you are our guest whether you spend or not. We treat you equally, which is the minimum respect.

Since enterprises don't drive away customers who don't consume, I sometimes don't want to drink coffee. Why do I consume? I think this is a feedback to others for respecting me and the hard work of the clerk.

A good relationship between retail enterprises and customers must be based on mutual respect.