Scent is a very powerful tool often forgotten by retailers. This makes it a powerful tool for you to differentiate yourself from the competition. Not only will it make you stand out from the crowd but it will also encourage sales and push purchase intent from your customers.
Scent boosts purchase intention
A study done in 2013 by the Global Journal of Commerce and Management Perspective said that ambient scent has the strongest impact when it comes to enhancing consumer behaviour in terms of emotion, evaluation, willingness to return to a store and purchase intention.
Another study proves that customers confirmed the hypothesis that scent can impact behaviour. Researchers stated that customers “felt greater pleasure and stimulation, expressed intention to revisit the store and spent more in a scented environment than in an unscented one.”
Scent directly increases sales
Diffusing scent in the whole store will create a pleasant ambiance encouraging purchases. According to a Swedish study, sales of shampoo positioned near the point of sale that diffused a pleasing aroma increased by 36.9%, and shampoo sales in the store overall increased by almost 27%.
Thanks to a pleasant aroma people feel comfortable in a store thus stay longer in it which is extremely good for your sales. Indeed customers who spend 40 minutes in a store are twice as likely to but as those who spend 10 minutes.
How to start scenting in 2 steps:
First Step: Choose your scent
As Spangenberg discovered, your Signature Scent should take into account your product and the gender, age, geography and culture of the target market. This is why Scent Australia works closely with a Master Perfumer to develop scent marketing strategies with a customized and unique scent for your business.
Second Step: Choose your method of diffusion
It is very important to choose a method of diffusion that will deliver a subtle and not overpowering scent. This is done by vaporizing the scent through “nebulisation technology” which will become a very fine mist. The dry vapour can be diffused in your store directly or can be spread through your air conditioning system. Both methods make the smell very subtle, working on a subconscious level and sort of becoming part of the environment instead of being consciously there.
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