Think about the last store you went to. Do you remember the smell in the air? You probably don’t remember, but you may recall that the store owner used an effective marketing strategy, and you ended up returning with more products than you planned for. This strategy is the smell of space.
Scientific studies have proven that attractive scents applied in a store (such as cinnamon or vanilla) encourage people to spend more time there. They also spend more money, which is great news for your wallet.
In 2004, American scientists Richard Axel and Linda Buck won the Nobel Prize for their studies of the sense of smell in humans and how odors are processed at the molecular level. Scientists have concluded that our ability to smell affects our standard of living.
Simplicity always wins.
But the smell of any space cannot make customers feel happier or encourage them to buy more. Simple scents are more successful than complex scents in promoting spending. A study conducted by the University of Washington and another by the University of Gallen examined the behavior of 400 customers who shopped at a home decor store over 18 days. Customers were unaware of one of three scenarios: no odor, a simple odor (orange), and a mixed odor (orange, basil, and green tea). Scientists noted people’s shopping habits after being exposed to scents.
According to the research, while simple scents in the air made shoppers feel good, mixed scents were more distracting. Customers who smelled a simple orange spent 20% more than those who smelled a more complex scent or no scent at all. This is a useful insight for retail store owners looking for ways to inspire customers to buy more.
Smells, emotions, and spending.
We know that smells create subconscious emotional responses, and we tend to buy with our hearts instead of our minds. Shopping is what makes many people happy. It’s a form of retail therapy for people. The scent of a space can take advantage of these emotions and encourage people to feel positively about your retail space and the quality of the products in that space.
Research on spatial scents has shown that both laboratory and store-based experiments have found that people spend more in spaces with “warm scents” such as cinnamon and vanilla compared to spaces with “cool scents” such as peppermint.
Interestingly, this experiment also discovered that “warm space smells” lead people to perceive the space around them as more crowded. This crowded atmosphere makes people want to buy more products. People tend to feel less powerful in crowds and want to regain that sense of power by purchasing products.
What is the perfect scent for your business?
Through experiments like this, scents are classified according to how they move people as uplifting, nostalgic, romantic, comforting, or confident.
For example, the scents of citrus, basil, lavender, and cinnamon are relaxing, while rosemary, thyme, and peppermint are invigorating. Rose scents are associated with happiness and positive emotions, while cardamom, licorice, chocolate, and ginger evoke romantic feelings. Fruity scents create a summertime feel, while cotton and linen scents help shoppers dream of cleanliness and spring. Leather makes the customer buy a luxury product and creates a feeling of wealth, while wood smells evoke thoughts of nature and health.
Space owners can also use the power of professional scents to create a larger or more comfortable store effect. Light scents like green apple, orange, or cucumber will help make your space seem larger. Woody, sweet, and spicy scents will make your space look more personal and friendly.
Knowing about spatial scent helps business owners tailor scent marketing strategies to their needs. Hot or cold, simple or complex, vibrant or peaceful, the personal scent you apply to your business will inspire your customers to feel happier and more positive.
How can we help you?
Customers already consider many details when choosing. Venues must also think in detail when choosing an indoor scent. Contact us to discover how we can help your business and brand connect emotionally with customers.