IKEA's Use of Store Environment to Achieve Competitive Advantage

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IKEA: Use of Store Environment to Achieve Competitive Advantage Spatial and place concerns are the most detrimental issues of modern day marketing approach. There has been an increased emphasis on sensory marketing as a new addition to the branding literature (Hoyer). Companies and brands are realising the importance of involving the customer in non-product characteristics of their sale. The retailer is constantly interplaying with various places through different resources including business units, facilities, inventory, and the product or service itself (Heizer). There are many factors that are responsible in conjecture for specific purchase behaviour of a customer. These factors include space, layouts, lighting, furnishing, music, floor, décor, scents and aromas, aisle positioning, and many more. These factors together make up a retail environment which is essentially influential in the sales of a company (Nath). Hence, one of the most important concerns is location of the retail store, relocation of branches, supply chain network to facilitate its competitive advantage in the target market (Heizer). Along with the location and place, the internal space of a store is used as a "strategic weapon" to capitalise on its market share (Heizer). Companies are now emphasizing the need to develop environments that are conducive to creating unique shopping experiences for the customers. This is a relatively new approach to creating a competitive edge through sensory marketing

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