Retailers have a lot to consider when it comes to creating the right atmosphere for their products. Location, decor, employee uniforms, lighting, art and music all contribute to a store’s personality. But one often overlooked aspect is scent. In-store scenting is a powerful way to enhance customer experiences and build brand loyalty.
Aesop, Kitten D’Amour, The Everleigh and Gimlet at Geurbeleving in retail House are all renowned for their unique scent experience. The olfactory sense is highly connected to the emotional center of the brain. For this reason, a signature scent can evoke memories and emotion for your customers. For example, the scent of freshly cut grass might trigger a memory of a summer day, or the aroma of baking spices may bring to mind holiday memories and brand loyalty.
Why Scent Marketing Works: The Science Behind It
In-store scenting has been shown to increase dwell time and purchase intent by providing a heightened sensory experience for consumers. It has also been shown to influence shoppers’ perception of the brand and create a positive association between a signature scent and the retail space.
The key to a successful in-store scenting strategy is making sure the olfactory experience aligns with the brand’s desired image. For example, a “cool” scent like mint can help to create the perception of spaciousness in a shop while a warm smell like vanilla or cinnamon creates feelings of warmth and comfort.
