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According to Alan Penn, director of the Virtual Reality Centre for the Built Environment at University College London, Ikea's strategy is similar to that of out-of-town retail parks - keep customers inside for as long as they can.'In Ikea's case, you have to follow a set path past what is effectively their catalogue in physical form, with furniture placed in different settings which is meant to show you how adaptable it is,' he said.
The sometimes gruelling strategy - dubbed 'more like S&M than M&S' by Prof Penn - is similar to that employed by out-of-town shopping centres to attract customers then keep them in side for hours on end, he added.
'While some of our customers come to us for a day out to get inspiration for every room, we appreciate that others may have looked at the Ikea catalogue or online offer, have a specific shopping list in mind and would like to get in and out quickly.
There are too many of us who still sit and watch television with a bag of chips, a donut and a soda.
Malls are subtly designed to keep shoppers moving around the retail floor, rather than towards the exit, while the frequent need to drive to the middle of nowhere means visitors are encouraged to make a day of it.
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