Scent marketing and environmental fragrancing in jewellery stores can make a notable positive impact on jewellery sales. The psychological impact of fragrance oils in South Africa on the hearts and minds of customers is quite complex but undoubtedly effective.
You needn’t get wrapped up in the myriad of research studies that show the effectiveness of scent marketing in retail outlets and how it can increase customer linger time and willingness to spend. Your personal experience can tell you that this is true.
Think about all the times that you entered a room and it smelled good.
When a space smells pleasing, strong positive emotional associations are quickly formed in your mind and your memory quickly stores that information as a safe, comforting and inviting place that you would like to return to.
How Can Jewellers Use This To Their Advantage?
Jewellery is considered a luxury item and therefore nonessential. This can make it harder to convince people to part with their money, especially during times of economic hardship. However, through the strategic use of carefully-selected aromas, one can influence the psychologyy of visitors to the point where they would be more inclined to spend.
Since jewellery buying is primarily an emotional thing, it is important to craft a harmonious blend between the colours-schemes, interior designs and, of course, aromas that define the store.
Generally, sensual fragrances like rose, vanilla, musk, jasmine, sandalwood and lily of the valley can evoke a sense of trust, comfort, love and even lust.
When customers enter your jewellery store, you want them to form a strong emotional and psychological association with your space, the products on sale and the emotional reasons that they are there to start with.
Tips
Scrubber scents are extremely useful when there is an unfortunate odour that cannot be escaped. Perhaps there are stores nearby, construction sites, toilets, restaurants or some other kind of space that is letting off combative smells. Scrubber scents, such as citrus, can help erase any trace of those odours and set a clean slate.
Familiar scents also work well. Vanilla-based scents, in particular, are a winner for jewellery stores because for many it reminds them of home or of the kitchen. It’s soothing and warm, and likely to encourage positive emotions associated with spending.
Matching scents to the environment is also important. As a jewellery store, you don’t want to make the place smell like leather, for example, as this kind of mismatching can make people uncomfortable and ill-at-ease.
For the best results, however, choose a great fragrance and stick with it. Consistency is the key to creating positive mental associations in the minds and hearts of your customers that will keep them coming back for more.
For expert scent marketing advice and access to a range of fragrance oils and diffusers in South Africa, contact us at Scent.ology today!
