The increased use of technology has left many people with shorter attention spans than before. Because of this, it’s imperative to actively keep customers focused on what there is to buy while browsing in your store. One of the solutions to this cultural trend is creating a multi-sensory shopping experience.
Currently, shoppers can see your layout, touch the merchandise and hear the atmosphere-setting music you select. However, there is one more way to engage them further: the nose. What garnered attention as a criticism against big name tween stores’ excessive use of branded perfumes and colognes a few years ago has gained traction as a viable marketing plan.
To take your business to the next level of customer engagement, check out a Scent Cube today.
Behind the trend
As discussed in The Chicago Tribune, scent branding is becoming increasingly popular as business owners try to round out store atmospheres by appealing to all five senses. According to the article, 2013 brought an estimated $200 million in revenue to the scent-marketing industry, and a 10 percent annual growth is expected to follow. The Tribune referred to the use of scents as a way to “market above the clutter.”
There are two main branches of scent-marketing, one much more popular than the other. Ambient scenting, the more common practice, uses a familiar or hybrid fragrance to create a pleasant vibe in a space. This is defined by the company’s industry, product or service, and overall store atmosphere. Scent branding is the creation of a new scent for a specific store. It’s more expensive to have the smells developed for and tailored to a brand, but it’s the ideal choice for a business that is trying to establish a very recognizable brand, according to the Tribune.
How the brain makes “scents” of it
The Tribune delved into how the human brain processes smells and why they are emotionally influential. Unlike things you see or hear, aromas don’t require the use of language to process. As a result, the information related to what you smell goes straight to the emotional and memory centers of your brain. While fragrances aren’t known for their ability to refresh memory, there is a strong emotional response associated with familiar smells.
This mental reaction is subliminal and can be triggered by you don’t even notice. Although store owners use scents with positive connotations to make shoppers feel happy and inspired, the phenomenon can work against them if a customer associates a certain smell with a negative experience. Because of this, stores often lean toward subtle smells, the source reported. For example, Scent Oil Sweet Earth has a tame, comforting and natural smell.
Feelings associated with scents
The Scent Marketing Institute defined some scent trends that have been reported by businesses in different industries. According to the data, certain floral and citrus scents can cause customers to browse in a store longer and even spend more money. People may be persuaded to buy expensive furniture by the smells of leather and cedar. Additionally, apple and cucumber varieties can make a room appear larger than it is.
Psychology Today analyzed the different emotions associated with popular scents such as mint, citrus and various plants. According to the source, scientists have identified vanilla, cedar, orange and lavender as calming smells while rosemary and grapefruit make people feel peppy. Smelling lemon and jasmine can improve cognitive performance, but peppermint may energize the body.
If you aren’t sure what scent will work best for your store, order a Scent Oil Sample Strip to test your top choices and make a confident decision.