Back to the ice cream
Posted: Tue Dec 17, 2024 8:23 am
It can be compared on a small scale to a series that you have followed for weeks and suddenly ends. The well-known 'black hole'. Many stores push customers to the exit. And on websites, customers are shown a page with: thank you for your purchase! Joe. Bye.
Shame!
IKEA's soft ice cream.
Customers feel vulnerable after a purchase
This vulnerable moment is the chance to lay the foundation for a good relationship. IKEA does it with soft serve ice cream. The customer thinks they are smarter than the store. They have a soft serve ice cream for dirt cheap. That feels good, great, delicious! And wow. The customer gets to make it themselves? Nice. Something that is homemade works well anyway.
Research shows: Homemade is 62% more valuable .
Also read: IKEA successfully applies these 7 neuromarketing tricks
A study by Norton, Mochon and Ariely (2012) shows that a customer is willing to pay more for products that are self-made or self-assembled. In this study, two groups were given an IKEA box with a product. The first group received a ready-made product. The other group had to assemble the product themselves. Both groups were asked how much they were willing to pay for the product. The group that was allowed to assemble the product themselves was willing to pay 62% more.
After a purchase there is always a (sub)conscious feeling of doubt or dissatisfaction.
First of all, the ice cream is dirt cheap and canada telegram data the customer can make it themselves. Wow. The appreciation for the product also increases. The customer feels like a winner. The soft ice cream is also sweet. Sugars give our brains a kick. Sugar ensures that the brain releases dopamine. Dopamine is a substance in the brain that produces the feeling of reward. Double winner!
In addition, there are a number of people who quickly take a few licks of the ice cream and then push some soft ice cream onto the cone. Ha! They are a bit too smart for IKEA with a double portion. These are the triple winners.
The empty feeling after the purchase is filled with a slight sense of euphoria. And that is what it is all about. The customer walks out of IKEA as the emotional winner .
The lesson
Stop with standard thank you pages or other standard processing after a purchase. For example, create a page with the text 'Congratulations!'. And state why the customer is the 'winner'. There are also tricks to perform with image and sound. The most well-known image are the gifs of Tikkie . Whoops, a lot of money spent on a present for aunt Leen. But a funny moving picture .
Shame!
IKEA's soft ice cream.
Customers feel vulnerable after a purchase
This vulnerable moment is the chance to lay the foundation for a good relationship. IKEA does it with soft serve ice cream. The customer thinks they are smarter than the store. They have a soft serve ice cream for dirt cheap. That feels good, great, delicious! And wow. The customer gets to make it themselves? Nice. Something that is homemade works well anyway.
Research shows: Homemade is 62% more valuable .
Also read: IKEA successfully applies these 7 neuromarketing tricks
A study by Norton, Mochon and Ariely (2012) shows that a customer is willing to pay more for products that are self-made or self-assembled. In this study, two groups were given an IKEA box with a product. The first group received a ready-made product. The other group had to assemble the product themselves. Both groups were asked how much they were willing to pay for the product. The group that was allowed to assemble the product themselves was willing to pay 62% more.
After a purchase there is always a (sub)conscious feeling of doubt or dissatisfaction.
First of all, the ice cream is dirt cheap and canada telegram data the customer can make it themselves. Wow. The appreciation for the product also increases. The customer feels like a winner. The soft ice cream is also sweet. Sugars give our brains a kick. Sugar ensures that the brain releases dopamine. Dopamine is a substance in the brain that produces the feeling of reward. Double winner!
In addition, there are a number of people who quickly take a few licks of the ice cream and then push some soft ice cream onto the cone. Ha! They are a bit too smart for IKEA with a double portion. These are the triple winners.
The empty feeling after the purchase is filled with a slight sense of euphoria. And that is what it is all about. The customer walks out of IKEA as the emotional winner .
The lesson
Stop with standard thank you pages or other standard processing after a purchase. For example, create a page with the text 'Congratulations!'. And state why the customer is the 'winner'. There are also tricks to perform with image and sound. The most well-known image are the gifs of Tikkie . Whoops, a lot of money spent on a present for aunt Leen. But a funny moving picture .