So you will find that IKEA furniture generally falls into two categories.

One type is extremely simple to assemble.

The other is slightly complex, but if not assembled correctly, there's no way to put it together.

This means you have to follow the instructions step by step, preventing any mistakes from being made in a rush.

Needless to say, the quality and price are also excellent.

In 1985, when IKEA entered the American market, many people were concerned about its product quality.

So IKEA directly launched an advertisement featuring some expensive high-end wine glasses on the left, and a few similarly shaped IKEA wine glasses on the right.

Plus a bottle of wine with the glasses.

The message was to inform customers that from design to quality, our products are not inferior but even cheaper.

The money you save can be used to buy a bottle of wine.

In addition, IKEA has always emphasized its Swedish ethos.

In IKEA's advertising visuals, there are no products, only Swedish pastoral landscapes.

They also started naming sofas with Nordic-style names.

Sofas are named after Swedish places, textiles after Danish places, and lighting after seas and lakes.

They even set up restaurants in their stores worldwide, serving exclusively Swedish food.

Eventually, IKEA was on the brink of becoming the largest home goods retailer in the world, and also Sweden's biggest food exporter.

This operation of tightly binding the brand with Sweden even, at times, made IKEA do more for the promotion of Sweden's national image than the Swedish national promotional departments.

With long-term promotion, many people firmly believe that IKEA is Sweden's national brand, backed by the country's reputation.

This kind of operation...

Many people should be quite familiar with it.

In a previous incarnation, a certain liquor developed this way.

The brand, known as the national liquor, utilized this method.

Beside him, Mr. Mayer's deputy murmured:

"Mr. Mayer, is it really good to be so far from the commercial area?"

Louis shook his head and said:

"No, I want it to be away from the commercial area."

If one takes a closer look, they'll notice that IKEA's locations are generally not in city centers.

Abroad, they're often even farther from the city center.

That's because IKEA transformed the shopping experience into a video game, turning the act of purchasing into a game experience.

Creating an immersive experience is a basic feature of video games.

When your vision is filled with the screen, and your ears with background sounds and game dialogues, your senses are largely isolated from the outside world, and you have no choice but to see what they show you.

The result of long-term immersion is a heightened desire to shop.

Looking back, you'll find that IKEA completely fulfills this point.

When you walk inside, everything you see is from Mayer Commerce Association.

Even a tote bag, a decorative painting, a tape measure, are all from Mayer.

Besides these, there's nothing else.

Standing under the colossal billboard of the already established Mayer Furniture, Louis' eyes revealed a hint of a smile.

The deputy old man from Mayer Commerce Association truly is a smart man; although he is from other stars, he quickly grasped Louis's thinking.

Some might think that IKEA's operation is not fundamentally different from traditional supermarkets.

But in fact, it's far apart.

IKEA's most "vicious" operation is deeply hidden.

Occupying all the senses is not the essence of an immersive experience.

Capturing all of others' attention is the key.

The warehouse Louis purchased is large in size, but not near the commercial street, instead at the back.

The billboard is large enough to be clearly seen from a distance.

This is to guide people to this place.

This warehouse has no windows.

The old man once asked Louis whether to make windows, but Louis vetoed it.

The intention is to have no windows.

The absence of windows is aimed at isolating all outside disturbances.

IKEA did the same.jpg

Louis stepped into this brand-new Mayer Furniture.

According to his arrangement, it's not like other associations in Tino City, where they immediately let you see a particular product.

Instead, it directly presents the entire living space to you in the form of a model room.

The first area upon entering Mayer Furniture is a model room resembling a real home.

Of course, this isn't the main point.

In a past life, when buying home furnishings, Louis despised the information overload while purchasing furniture.

Because there were too many options to choose from.

An ordinary two-bedroom apartment requires dozens of pieces of furniture, big and small.

Therefore, he still adopted a task-level setup similar to IKEA's game-like method.

He divided the shopping experience of Mayer Furniture into several easy-to-complete small tasks.

The shopping sequence aligns with the flow of a typical household.

For example... in an average home, the first room you enter is the living room.

So the first thing you see at Mayer Furniture is the living room, along with all the furniture you might use in a living room.

Sofa, coffee table, display cabinet...

You can buy them all here.

Following these are the study, bedroom, kitchen, etc.

Once you've walked through an area, you'll basically have the solution for that scene.

After walking through all of IKEA, you can visualize your own decorating style in your mind.

For example, Louis required Mayer Furniture to provide sticky notes and pencils everywhere for customers to freely use.

This is to ensure users remember what they want to buy, not letting their targets slip away.

But the shopping routes inside Mayer are intricate and complex.

One could say, to make the client walk through each showroom, they spared no effort in internal design.

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