IKEA's blue arrows march you past sofas before you reach the cutlery. The company calls it a "long natural way" — a house tour, not an aisle.
The tour is the pitch: a bedroom display sells the lamp beside the bed. Shortcuts exist, but doors and staircases keep them easy to miss.
The detour is the catalogue printed at full scale. That is why the arrows end at the warehouse, where flat-pack boxes turn browsing into a purchase.