Who said it?

'The trick is that because the lay-out is so confusing you know you won't be able to go back and get it later, so you pop it in your trolley as you go past' - Professor Alan Penn of University College London explains why Ikea's store lay-out is so successful: it confuses and disorientates customers, who are more likely buy things straightaway because they're too hard to find later.

by Elizabeth Anderson
Last Updated: 09 Oct 2013
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