Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities

Overview & Synopsis

In order to attract the customer’s attention and convince them to buy, companies develop marketing strategies, in which they focus on the emotions, desires and needs of consumers. Customer data obtained as part of neuromarketing, is a valuable complement to traditional marketing research. The case study aims to show the possibilities of using neuromarketing in the process of acquiring customers. These possibilities were presented on the list of activities of one of the largest companies in the furniture industry – IKEA. The goals of the case study were to explain the essence of neuromarketing and presentation of the characteristics of selected neuromarketing tools, discuss elements of customer acquisition at IKEA based on the sales funnel model, as well as to present the possibilities of using sensory marketing in customer’s acquiring process.