Consumers love simplicity.
We don’t want to be confused with multiple messages and options. We just want to buy the product or service that we need at that time and have it work, or improve our lives. Make our lives simpler.
Simple works. Simple means we can concentrate on other things. So when I’m shopping with you, why not make my experience the same whether I’m buying from you online or offline?
Direct the Traffic
I’ve been on some fantastic e-commerce websites that make shopping a cinch. Clean, well laid out and simple breadcrumb directions to the deals I’m interested in. I’ve then gone to other retailers that would make excellent poster boys for double servings of spaghetti – they’re just all over the place and falling out the bowl.
Do customers really like this scattergun approach?
I’m not a huge fan of IKEA – I think a lot of their stuff is chintzy, and just wouldn’t look right in my home.
BUT… I am a huge fan of the layouts in their retail stores. You go in the front entrance, and you simply follow a path until you reach the checkouts. You never feel lost, or cluttered – everything is relaxing.
The Psychology of Being Memorable
It’s not surprising – IKEA have mastered the psychology of shopping. They theme areas and direct you to where you’re most likely to purchase at a given time, all by simple layout structure.
Their websites follow this simplicity, with each country following the same design, and this has turned the Swedish furniture giant into one of the most successful retailers around. You have to respect that whether you like them or not.
It’s not just retail where IKEA’s mindset can be used. Think about everywhere you offer something to your visitors; customers; potential clients; new and existing employees; media enquiries; blog readers. Think about how you’re guiding them to where you want to be and how you can help them return.
You don’t need the psychology of shopping to help make you memorable; but you do want to be remembered, especially for the right reason.
First appeared in Danny Brown’s Blog.