Recently, a pizza window was opened downstairs. Pizza priced from 9 yuan to 9 yuan can stimulate consumers' desire to buy.

But what is more attractive is the price of ice cream in 1 yuan. I saw people waiting in line to buy ice cream several times when I passed by, so I feel that his one-yuan ice cream sells better than pizza.

since its opening, the one-dollar ice cream has firmly occupied the C position, and there is one grandpa, aunt and children who take a walk at night.

Buy one and try it. It's more delicious than the free ice cream milk in hot pot restaurant, and more cost-effective than the McDonald's cone next door, but it still lacks some features compared with IKEA's ice cream.

IKEA, founded in Sweden in 1943, is a multinational private household goods retailer.

the Chinese word "IKEA" not only takes the homonym of IKEA, but also refers to the idiom "IKEA in a suitable room" to show that it brings a harmonious and happy life to the family.

it has 281 shopping malls in 38 countries and regions around the world, including 12 shopping malls and a logistics center in Chinese mainland; There are 16 procurement and trade regions in the world, including 3 in Chinese mainland.

IKEA's purchasing volume in China has accounted for 18% of the total, ranking first among IKEA purchasing countries.

These IKEA stores in China can sell 19.5 million ice creams a year.

In fact, not only ice cream, but also other IKEA foods are very popular, such as tiramisu cake, grilled salmon steak, grilled steak, Swedish meatballs (people around the world can eat 2 million pieces every day) and so on.

according to the financial report of IKEA in 2119, these foods accounted for 5% of IKEA's global sales, reaching RMB 15.9 billion.

the combination of 1 yuan ice cream, 6 yuan hot dogs and 11 yuan fried skewers gives you the illusion that there is such a big shopping mall and the food is so cheap.

Yes, the "anchoring effect" appears again, which is a cognitive deviation. Ikea's ice cream makes you feel that it's a bargain.

One day in 1958, Ingvar Kamprad, the founder of IKEA, found that many people would go out of IKEA at lunch time and eat in a nearby restaurant. Being hungry directly interrupted their shopping process at IKEA.

Some people don't even come back after eating. kamprad had an epiphany: People who are hungry won't buy anything.

if you want to keep a person, you must keep his stomach first.

If consumers are fed, they will stay in the store longer, and the longer they stay, the more shopping decisions they can make.

There is also a "peak-to-end law" in psychology, which means that people can only remember two parts of a thing: one is the strongest experience in the process, the other is the last experience, and the rest of the process has little effect on memory.

In the IKEA store, the specific expression of the "peak-to-end law" is as follows:

The IKEA store is large and the terrain is complex, like a "maze".

For example, if you want to buy a seasoning bottle, you can never locate the shelf of the seasoning bottle at once. Before you see the seasoning bottle, you may pass through the living room area, study area, children's area and so on.

at this time, the average consumer will be agitated.

However, cheap and easy-to-use wall clocks, soft and beautiful wool blankets and Swedish meatballs can be used as "peaks" to sweep away the bad shopping experience of consumers.

finally, at the end of shopping, 1 yuan ice cream at the exit of IKEA is the "end", which reminds consumers of the whole shopping process at IKEA and makes them feel great.

consumers will naturally come to the peak of the designed "peak-to-end law".

The popularity of one-dollar ice cream can't be underestimated. I heard a friend say that IKEA's ice cream is delicious, and I thought to myself, "If you line up, you will always get it."

however, the fact is not so simple.

I did go for ice cream, but when I got to the door of IKEA, I couldn't help but walk in, bought a chair for a few hundred dollars, and rushed to the ice cream window happily after paying the bill ...

There is no doubt that IKEA's ice cream attracted customers, and the main furniture products were the main profit harvesters they really invested in customers.

Since then, this one-dollar ice cream is no longer a simple accessory, what do you think?