All in all, I also think many other commercial building “types” could improve significantly if architects would place real focus on their occupant’s experiential path.

The Ikea round tour is controversial, but it is very important to their business strategy and has shown to positively impact purchasing behaviors more than it negatively effects the customer’s perception of Ikea. In theory it may help to reinforce a unique “branded” experience that separates itself from its competition.

I am reminded of a trip to the Biltmore House in Asheville. Frederick Law Olmstead designed the approach to be a meandering journey through the grounds that withheld the house from view until the very last second. Legend says he thought nature was the real beauty of the property and did not want this to be overlooked by the looming giant of a castle in the foreground. This also makes a memorable moment when first seeing the gates of the house. Ikea’s tour forces you to consider each product segment in front of you just as Olmstead’s approach forces you to recognize the beauty of the Asheville forest and approach, and just when you thought you were tired of it…the impactful “gotcha” moment happens, the house appears in view.

I think retailers could learn from this strategy, designing an approach that winds your customer through the store and allows for highlighting key products initially hidden from view for creating memorable experiences.

The alternative, an open format, where customers can just run to what they want may cause them to overlook some other products in your store they may want. It also decreases the differentiation between the competition and could risk turning your product into a commodity (sold purely on price). (Much like what has happened in the furniture industry today). When trying to maximize sales per square foot, a good designer that is aware of the financial goals of the retailer is worth their weight in gold.

You bring up a good point about the IKEA shopping experience. I’m glad that they have those “Shortcuts” so shoppers can bypass some of those steps (as I outlined in the post above). Although, I must admit, they still need to be a bit more flexible.

I guess they are trying to attract shoppers that will purchase not only more, but also higher priced ticket items. The “forced” feeling may just be a part of their business strategy.

However, for architects…providing some additional flexibility for your occupants as they travel through your building could have many advantages.

Thanks for your insightful comment!