Congruency as a mediator in an IKEA retail setting

Abstract

Purpose The purpose of this paper is to analyse and discuss how sensory cues are preferred in relation to products, service and store image in a retail context and why retailers should consider the importance of congruence in a retail setting. Design/methodology/approach Four qualitative focus group discussions were conducted, following a semi-structured interview guide. A total of 24 participants discussed how and why a lighting department in an IKEA store in Sweden could be regarded as more appealing than the traditional layout. Findings The findings indicate that congruency works as a mediator between a retail setting, sensory cues, products, service and store image. Consumers prefer, compare and categorize sensory cues in relation to the specific product in the department, the service offered by the firm and the store image. Originality/value A model is developed that conceptualizes congruency as a mediator in a retail setting, which provides an opportunity to further explore external influences on congruency in retail settings, both conceptually and empirically.