Tips & Tricks On How To Influence Shoppers With Scents In Stores

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Tips & Tricks On How To Influence Shoppers With Scents In Stores

We all know that since the very beginning of trading, sellers used a number of different tricks to make shoppers buy more and more. Some of them were kind of obvious and necessary for staying ahead of your competitors, like making high-quality products or offering discounts and various deals, but others are more subtle and often can’t be detected by customers. Have you ever heard of scents influencing people’s behaviors and decisions?

Use cozy scents

The study “The Cool Scent of Power: Effects of Ambient Scent on Consumer Preferences and Choice Behaviour” (2015), conducted by Madzharov, Block and Morrin, found out that customers spent up to 20% more in stores when the environment smelled like warm, cozy scents such as vanilla or cinnamon.

These familiar, comfort-inducing smells with woody, honey or other herbal undertones make people feel safe and give the impression of a ‘homey’ surrounding. Scientists say that these impressions lead people to subconsciously believe that the store is crowded and that they are surrounded

Scientists say that these impressions lead people to subconsciously believe that the store is crowded and that they are surrounded by a lot of other individuals.

This wakes up the competitor within, which has to claim his place in the hierarchy of this faux society or family formed in the shop. What better and more accessible way to do that than spending more money and show that you are above your ‘competitors’? What’s even better is the fact that the customer doesn’t even

What’s even better is the fact that the customer doesn’t even realize the complicated processes that are going on in his head and will think that he made a conscious decision to buy the products and he/she will keep coming back because your store gives a constant satisfaction every time something is bought.

Use simple smells

In addition to the power of warm scents over cool scents, the researchers found out that simple smells are far more efficient that the complex ones in the field of retail shops. For example, a lavender smell might make customers spend more than a lavender combined with citrus or something else.

The explanation for this is that when our brains are too busy figuring out what scents it has to deal with and separating them for a better recognition, we tend to stop paying that much attention to other things, in this case buying and spending money on products. Also, the scents should be very subtle, in the background of our shopping experience, otherwise customers might not be very happy with certain smells to the point where they cause problems.

For example, a lavender smell might make customers spend more than a lavender combined with citrus or something else. The explanation for this is that when our brains are too busy figuring out what scents it has to deal with and separating them for a better recognition, we tend to stop paying that much attention to other things, in this case buying and spending money on products. Also, the scents should be very subtle, in the background of our shopping experience, otherwise customers might not be very happy with certain smells to the point where they cause problems.

How to use scents in your store

Now that we know it’s best to choose a warm and simple fragrance, how do we use them? What’s best? Candles, diffusers, sprays? Artificial or natural ingredients? What about essential oils?  Natural it’s always the best way to go because there are fewer chances of someone having a bad reaction to it and there are no chemicals involved.

However, essential oils are tricky and their use is complicated because there are specific quantities recommended for each oil and each use. There are aromatherapists with years of training especially for the use of these oils so it’s best to ask for their help if you have the possibility.

If not, try going with safe options like chamomile, orange, dill or lavender and dilute them properly! You may want to invest in a diffuser if you plan on using essential oils for a long time and if you are willing to do your research. You may want to invest in a diffuser if you plan on using essential oils for a long time and if you are willing to do your research every time you buy a new one (and there are LOTS of them).

Candles are another good option if you want to create an intimate environment and a special atmosphere but the risk of burning something is high and you will have to keep an eye on them all the time, which may be a difficult task in a busy store. In summer or spring, you may even use

In summer or spring, you may even use natural flowers and create nice bouquets to strategically place in the shop. The advantage here is that flowers can be used to suit any style and the floral arrangements give a festive look to any place. Look at the pros and cons of each option and decide what’s best for you and your store in order to maximize the profits and create a certain vibe to match your brand.

What other scents can be used to make customers open their wallets?

Did you know that some retail shops use the smell of baked goods to attract clients? Everyone loves the smell of cooked food, bread and pies but who would have thought it could be used to sell clothing as well? You could bring biscuits or homemade cookies and leave them on the counter and their smell and taste will both make customers feel welcomed. Just like the warm smells, this one makes people feel like they are in a more socially dense place and are willing to spend more. This is often used by real estate sellers who bake a pie right before an open-house-visit.

Floral scents seem to enhance any business. At the Las Vegas Hilton Casino, gamblers spent way more money and time at the slot machines when florals were involved. The stronger the smell, the better. Nike conducted an experiment with these scents as well and they had pleasant results. People were willing to buy more expensive shoes if the room smelled like flowers.

Conclusions

Choosing a fragrance for your retail store is no easy task but if you want to make it right and take advantage of this opportunity of enhancing the profits, it is totally worth it. Remember to use a warm one such as musk or vanilla over peppermint and a simple one instead of prefabricated blends. If you want to use essential oils do your research before using them and don’t be afraid to experiment. My advice is to have a relaxed attitude about it and surround your business with love and passion because, at the end of the day, that’s what clients will see and feel attracted to.

By | 2017-06-13T08:59:11+00:00 June 10th, 2017|Visual Merchandising|

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