But you quickly start buying things that you didn't plan on.

但很快就開始購入你本來不打算買的東西。

After all, fresh produce would be nice.

畢竟買點生鮮蔬果還不錯。

And these look good.

這些產品看起來也很棒。

Half off?

半價?

Why not!

何樂不「買」?

Wait.

等等。

Why is it so hard to stick to a shopping list?

為什麼很難只買清單上的東西？

Researchers estimate that half of consumer spending is unplanned.

研究人員估計，一半的消費行為不是事先計畫的。

Sometimes it's stuff you just forgot to put on your list.

有時候只是買了忘記寫在清單上的物品。

But there's another kind of purchase that consumer psychologists measure...

但另一種就是消費者心理學家評量的購買行為...

That would be more of your impulse purchase where you see something.

即衝動購物，當你看到某些東西。

you think it's kind of a cool item.

你覺得：好像挺酷的！

I think I'll buy that.

那就買下來好了！

The architecture of a store can impact consumer satisfaction, which in turn might spur impulse buys.

商店的結構會影響消費者的滿意度，轉而刺激衝動購物。

In the 20th century, the architect Victor Gruen used light and space to dramatically stage goods in storefront windows.

20 世紀時，建築師 Victor Gruen 利用照明和空間來誇張展示店面櫥窗的商品。

His designs tried to capture the attention of passersby… and convert them into customers.

他的設計是為了吸引路人的目光，進而將他們變成顧客。

Today, people refer to this as 'The Gruen Effect.'

時至今日，大家將此稱為「Gruen 效應」。

It happens when a store (environment) takes you from shopping for a specific item to shopping for shopping's sake.

此效應是指某商店 (環境) 讓你不僅購買特定物品，還有為購物而購物。

It's about the mindset and the environment that they try to create.

這個和心態，以及營造出的環境有關。

Does this sound familiar?

很耳熟嗎？

Think about your last trip to IKEA.

想想你上次去 IKEA 購物的時候。

They have the restaurant with the Swedish meatballs and all of this stuff. And that's not a coincidence.

那裡有餐廳，販售瑞典肉丸和其他餐點，這一切都非巧合。

You're trying to build excitement because when people are excited and aroused, they're more likely to buy.

IKEA 嘗試增加興奮感，因為人們感到興奮、激動時，購物的可能性會提高。

Almost 20 percent of our buying decisions are based on logic and needs.

我們近 20% 的購買決定是建立在邏輯和需求上。

80 percent of our buying decisions are actually based on emotions.

80% 的購買決定則是建立在個人情緒上。

And we try to make that connection or bridge that connection.

我們會試著減少兩者的差異。

Yeah, of course we are retailers so we try to make sure that you know, grab a thing or two.

作為賣家，我們當然會嘗試讓你買至少一、兩樣商品。

My name is Richard La Graauw and I'm creative director for IKEA here in the US.

我叫 Richard La Graauw，目前是美國 IKEA 的創意總監。

Which is an important job.

這是蠻重要的一份工作。

He's in charge of how the products are presented in the store.

要負責規劃店內產品的展示。

That includes layout.

包含陳列、佈局。

Retailers pay close attention to how their floor plan can change in-store behavior.

賣家特別注意每層樓的規劃圖，因為這會影響店內行為。

Grid layouts emphasize speed and convenience.

網格佈局強調速度與便利性。

Where freeform layouts allow exploration, which can make customers visit more parts of the shop.

自由型態的佈局讓顧客可以探索，以擴大在店內瀏覽的區域。

And racetrack designs create a loop that exposes customers to a certain path of product.

跑道式的設計呈環狀，引導顧客走向特定的商品區。

IKEA uses a fixed path through a maze of product displays.

IKEA 利用固定的路線，將其導向如迷宮般的商品展示區。

And that can extend the distance travelled in store.

此舉可以增加在店內瀏覽的路程。

So the more you travel, the more items by definition as a shopper you're going to be exposed to.

所以，逛得越多，顯然就會接觸越多商品。

At the entrance, most customers will be drawn to a bright yellow bin of bags, placed next to the escalator.

在入口處，大部分的顧客都會注意到亮黃色的購物袋，就在手扶梯旁。

Spots of light guide your eye to the entrance of the showroom.

光照之處讓你注意到展示廳的入口。

And before you know it, you're taking the scenic route.

很快地，你會沿著佈景的路線走。

So with light, you can actually steer consumers towards different areas and toward different product selections.

藉由燈光的幫助，真的可以引導顧客走向不同的區塊以及不同的商品區。

On average, customers only visit about a third of a retailer's floor area.

平均來看，顧客只會逛賣場三分之一的區域。

And IKEA's layout forces customers to cover more ground.

而 IKEA 的陳列方式使顧客逛的範圍更廣。

IKEA was always designed as a place where you can see, touch, and try, no?

IKEA 一直是個讓你隨便看、到處摸、盡量試用的地方，對吧？

So they can spend hours if they want to.

所以顧客可以在這裡待上好幾小時。

But there's also consumers that know exactly what they want and just want to have it quick.

不過，也有知道自己要買什麼，還有想趕快完成購物的顧客。

So it's tailored to both.

對兩者來說，這樣的設計都是量身訂做的。

One researcher in London surveyed IKEA to hand-draw these pedestrians pathways.

倫敦的一位研究人員研究 IKEA 並畫出顧客的行走路線。

This heat map of the showroom was generated using her data.

眼前這張展示廳的聚類熱圖，是根據她的資料所繪製。

It looks like the path guides are working.

看起來路線指示挺有用的。

Where Victor Gruen simply used a hunch to invent window shopping, virtually any store from IKEA to your local grocery has a trove of big data at their fingertips.

Victor Gruen 只是因為直覺，就發明了櫥窗瀏覽的購物方式，實際上，從 IKEA 到任何你身邊的商店，都握有大筆資料。

We used technology to measure actually the flow of consumers and where they're interested and in which areas they intend to go.

我們運用科技的方式來測量顧客的實際流量、他們的興趣所在還有他們想逛的地方。

And that works all based on Beacon technologies.

一切仰賴 Beacon 技術。

Which means retailers like IKEA will only get better at nudging you to spend time in more parts of the store.

像是 IKEA 的賣家只會越來越知道如何引導你花更多時間瀏覽店內。

So, compulsive shoppers, the next time you go to the store… consider taking the shortcut.

所以，你們這些有強迫購買慾的顧客，下次到店裡時，走條捷徑吧！

Or, at least, don't forget what you came here for.

或是別忘了你的目的

Because it probably wasn't plants and a plate of meatballs.

因為你的目標可能不是盆栽，或是肉丸

You do you, though.

還是看你的選擇啦！

Hi there! Thanks for watching the goods. And a big thanks to our sponsor American Express.

嗨，大家！感謝收看我們的影片，在此對我們的贊助者《美國運通》獻上萬分感謝。

Amex has a credit card feature that gives you choices for how to make payments bigger small, called Payitplanit. Payit helps you reduce your balance by making small payments throughout the month.

《美國運通》有推出具有分期付款功能的信用卡，叫做 Payitplanit，Payit 幫你分期付款，讓你每個月的支出減少。

And Planit can help you split purchases over 100 dollars up over time. You can check it out on americanexpress.com/payitplanit.

Planit 讓你每筆超過 100 美元的消費，可以分期付款。詳情請上 americanexpress.com/payitplanit。

And thanks again to American Express. Their support made this series possible.

再次感謝《美國運通》，他們的支持讓這系列的影片得以產出。