Sensory cues and shoppers' touching behaviour: the case of IKEA

Abstract

PurposeThe presented research aims to depict shoppers' touching behaviour in relation to the introduction of visual and olfactory sensory cues at point‐of‐purchase in a retail setting. In the field of retailing research, there is a paucity of knowledge on how visual and olfactory sensory cues impact on consumers' touch behaviour.Design/methodology/approachThe author presents a review of theoretically relevant work from retailing and consumer psychology, and an original study examining the impact of visual and olfactory sensory cues on consumer touch behaviour. The study was a field experiment in the glass department of the Swedish retailer IKEA. The design was quasi‐experimental with a convenience sample of shoppers assigned to a control group (n=451) and an experimental group (n=435).FindingsIn the reported study, the author finds significant differences between shoppers' touching behaviour in a manipulated point‐of‐purchase compared to a conventional one. The findings show that visual and olfactory sensory cues have a positive impact on shoppers' touching behaviour, purchase intentions and total sale.Research limitations/implicationsThe findings demonstrate that sensory cues exert a positive impact on consumers' desire to touch. Sensory cues frame consumers' affective responses and decision making through involving the sense of touch.Practical implicationsThe findings provide guidelines for managers of retail and service outlets, concerning the benefits of sensory cues in enhancing shoppers' touching behaviour at point‐of‐purchase.Originality/valueThe research demonstrates that the introduction of visual and olfactory sensory cues impact consumers' touch behaviour at point‐of‐purchase in a retail setting.