Do you know what IKEA sells best? Bed? Sofa? Pillow? Toys Neither! It may surprise you to tell the answer. It's ice cream sold in 2 yuan at the exit. IKEA in China alone can sell more than10 million ice creams a year.

But the purpose of selling ice cream at IKEA is not to make money. It is a secret weapon to enhance the customer experience. When we visit IKEA, we are not satisfied with many places: there are a lot of people, we often step on other people's feet, we need to move things ourselves, and we have to queue up to check out ... Sometimes we even have to block at the door of IKEA for a long time.

However, IKEA has a "careful machine", which is to set up a snack and dessert area where customers are ready to leave the store. The food here is inexpensive, beautiful and delicious, which can make customers feel very happy and satisfied. This snack and dessert area is the key for IKEA to improve the customer experience. Without this area, the customer's shopping experience would be much worse.

The law of peak-to-end was put forward by Professor Daniel Kahneman, a Nobel Prize winner. He believes that after an event, the human brain can only remember the experience at the peak (climax) and the end (end). Specific to our life: when doing business, customers can only remember the good experience and the last experience. Therefore, when serving customers, if you don't give them the best experience in the process, you must leave a good impression on customers when they leave, and it is possible to retain customers.

In the same way, when we write an article, the end is also very important. Either tell a story and make sense through it, or raise the level of theory.