How can scent increase sales?
All of our experiences are strongly connected to our sense of smell. Indeed our olfactory bulb that processes scents is linked to our limbic system which is the part of the brain processing emotions and memories.
This means that emotional associations will reinforce our olfactory likes and dislikes. Positive association between a place and a scent will thus create an emotional link to the location of a pleasant experience. In a store this will be the main influential factor of our buying decisions.
By diffusing the right aroma in your retail shop, restaurant or showroom you will create an emotional link with your customers which will encourage their intent of purchase and you are likely to see sales increase as have the case studies or examples below.
“Adding scent to an environment can increase purchase intent by up to 80%.”
Facts and studies on scents that increase sales
Novotel increased breakfast, coffee and pastry sales by diffusing a coffee scent in the morning.
The sales of shampoos positioned near a point of sale that diffused a pleasing scent increased by 36.9%, and shampoo sales in the store overall increased by almost 27%.
A London nightclub found that sales of the drink Malibu more than doubled when there was a coconut fragrance diffused.
A study done by Nike discovered that 84% of customers were more likely to purchase shoes and were willing to pay 10-15% more for the same product.
A petrol station with a mini-mart attached to it, pumping around the smell of coffee saw purchases of the drink increase by 300 per cent.
Study carried out by Washington State University showed that shoppers spent 20% more when surrounded by a citrus scents like orange.
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