Casinos have long studied human behaviour to devise increasingly sophisticated ways of keeping patrons gambling at their tables, with fragrance being one of the most powerful and yet subtle tools they have at their disposal.
The human sense of smell is a powerful thing, capable of rapidly changing the way we think and feel, evoking memories and feelings that can’t easily be explained, and signalling to our brains to either linger or flee.
Like many other businesses, casinos have embraced the use of scent marketing to forge indelible impressions in the hearts and minds of visitors, making them want to stay longer because they feek comfortable and put at ease.
Does It Work?
Several studies have shown that casinos that use scents in a clever way can increase the rate of customers returning by about 45%, as well as increase their level of gambling by as much as 50%.
Some say the reason for this phenomenal improvement in performance is because the pleasing smell makes people want to linger for longer. When people linger, they start looking for things to do in that space and discover that there is plenty of gambling to be done.
However, scent design and selection are tricky because while everyone will smell the same thing, the way their brains associate the scent with memories and emotions is complex and unpredictable for everyone.
Yet, lots of research and plenty of trial and error have shown how various scents affect the broad majority of people in certain ways.
What Kinds Of Scents Do Casinos Use?
Casinos around the world have different signature scents that they use. These are hard to replicate exactly, but many of them follow similar principles.
Research has shown that using scents such as lemon, for example, to evoke a sense of cleanliness can have a tangible and significant impact on business at a casino. A casino that smells clean and hygienic puts people’s minds at ease, which makes them want to stay.
Aside from that, scents such as sandalwood, vanilla, bergamot, geranium and lavender are used to soothe and calm and create a sense of comfort and contentment. Alleviating anxiety and easing stress are key to getting people to have a good time and spend their money.
For more information on scents and diffusers and to order stock now for your casino or business, contact Scent.ology today!
