When it comes to retail and shopping, one’s sense of smell can play a major role in the decision to purchase or the decision to flee. This is a result of the instinctual urge to distance oneself from foul odours, which typically represent things that are dead, rotting, poisonous or otherwise dangerous.
On the same note, we have an instinctual urge to draw closer to pleasing smellslinked to the discovery of good food, a healthy mate and other attractive or beneficial things.
Scent marketing or olfactory branding is a well-established science that plays on the olfactory centre and its connection to the human brain to elicit a positive sales response in customers. It achieves this by making use of this well-understood and carefully researched phenomenon of the brain’s connection with the olfactory system, linking memory and emotions to smells.
By using this connection in clever ways, retailers can increase the amount of time shoppers loiter in their stores, and subsequently drive up their spending.
Gender Conscious
When it comes to scent marketing in retail stores, one should consider the impact of scents on the different genders.
In general, what might attract women might repel men and visa versa. Scents such as vanilla can be considered effeminate in nature, and while it might be pleasing, it is likely to make men spend less time in a space whereas it is likely to make women spend more.
The converse is also generally true. Scents such as sandalwood, for example, are more masculine and are more likely to keep men interested in a space than women, who will be repelled after a short period.
Not all scents are gendered, but it is important to keep this aspect in mind when planning your retail scent marketing strategy
All-Round Winners
Generally speaking, citrus scents are widely appreciated across all demographics. These could include scents such as orange, lemon, lime, lemongrass or other general citrus fragrances. Even when mixed with other complimenting fragrances, citrus is quite effective.
The reason citrus fragrances are so popular and widely liked is that it conveys a sense of cleanliness and freshness. This is because citrus – particularly lemon and lime – has long been used as an antibacterial agent throughout human history owing to its high acid content. It is likely that we have evolved to find it comforting because the smell thereof makes us immediately feel as though we are in a sterile, clean and safe environment wherein we can relax.
Citrus fragrances are likely to increase linger time among customers in retail stores as a result of this psychological effect.
Pine and similar earthy scents are another scent group that is likely to increase linger time across the board because they revoke a sense of tranquility and of nature. When a fragrance makes one feel at peace and embraced by the cool shade of green trees wafting gently in the breeze, it is hard not to want to stay. This also creates a sense of trust, safety and contentment – all great things for customers to feel if you want them to spend more readily.
There are many different fragrance oils and diffusers in South Africa that can help you advance your scent marketing strategy and raise your retail performance. Contact us at Scent.ology to find out more!
