When thinking about your retail space, a lot of work goes in to capturing your customers’ attention via their senses. There are deliberate choices in lighting, artistic displays and the visual feel of the space using different design materials, color tones and décor textures. Even music choices are intentionally planned to give off a specific vibe. Customers should see, feel, touch and hear a unique experience every time they walk into your retail space so that your products and brand stand out.
However, of the senses, scent is usually one of the most underutilized with regard to retail spaces. Yet just like a beautiful wall of art or mood lighting, scent can give businesses a special branding experience. In fact, scent has a profound effect on our memory and emotions. When used in the right way, scents can drive consumer behavior and even serve as a secondary “logo” for a brand.
Neuromarketing studies have shown that 75% of emotions are triggered by our sense of smell. Of all the senses, smell is most closely linked to our memory. This is because the area of the brain that recognizes smell is part of the limbic system, which deals with emotion, memory and feelings. It is the direct path to the emotional part of our brains, meaning scent doesn’t have to be processed or interpreted.
Considering the power and influence of scent provides proof as to why using scent as part of a retail branding plan is so powerful. It can influence a customer’s emotional state and mood, thereby influencing buying habits. Adding the right scent, whether it is deep and earthy or lightly sweet and floral, can subconsciously evoke specific feelings, memories and other emotions in customers.
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By linking a unique scent to a brand, a strong bond is created with the consumer, thus becoming an extension of the brand’s identity. An example of some scents and the moods they evoke include:
- Lavender, known for its relaxing and calming effects, slows the heart rate and induces muscle relaxation promoting a peaceful, restful atmosphere;
- Eucalyptus and soft florals, both of which are energizing yet relaxing, may help decrease symptoms of stress and anxiety to promote a relaxed environment;
- Rose promotes closeness and balance along with a sense of seduction and calm;
- Green tea and orange offer a powerfully uplifting aroma shown to positively alter mood. The use of citrus essential oils can help individuals feel energized and ready to take on the day;
- Lemon and ginger are best for focus and concentration. They help to quiet the mind and invigorate it to get things done.
In addition, a unique, pleasing scent can tie together décor, style and other elements in a retail space to form the type of atmosphere that people want to linger in, and carefully chosen scents can influence a customer’s intent to purchase. Whether you’re selling tangible goods or consumable products, scenting can help increase the amount of time your customers stay in the store by 20%. Choosing a scent that best represents a brand and its products can further improve this result by increasing sales as well as the perceived quality of its products.
As an example, in 2014 the International Journal of Marketing Studies set up two pairs of running shoes in two separate Nike retail spaces that were completely alike with the exception of one detail — one space was perfumed with a floral scent while the other was not. Subjects inspected the sneakers in each room, and 84% of participants reported that they were more likely to purchase the shoes in the scented room.
So how does a retail business embark on creating its own signature scent? Scent branding is much more than filling a space with a nice fragrance. Creating a custom scent takes into consideration the business’ history, customers, goals and the desired emotional response to the scent before embarking on a scent creation. This combined input is then interpreted and translated by scenting experts into a unique scent blend that best fits a brand’s individual identity.
To be successful and stand out in retail, a positive customer experience is key, and scent is an essential yet easy to miss component of that. Join the ranks of successful businesses using scent systems and strategically formulated scents to enhance the shopping experience to truly transform your retail business.
Ashley Sarnicola is a Scenting Expert at Aroma360, a leader in scent marketing, healthy scenting solutions for homes and businesses and in education about the incredible benefits of Aromachology. These include the power of scent to stimulate sales, enhance perceived value or increase feelings of trust and calmness.
