Where you use fragrance can matter just as much as the scent you choose. A customer may enter through reception, browse different departments, spend time in a service area and finish their visit at the checkout, with each touchpoint playing a different role in their experience.
At Scent.ology, scent marketing solutions can be tailored and zoned according to the needs of the space. Rather than assuming every area needs the same approach, businesses can consider where fragrance will make the most sense along the customer journey.
Entrance: Setting the Tone From the Start
The entrance is an obvious place to introduce fragrance because it helps establish the atmosphere as customers arrive. Depending on the business, this might be a welcoming signature scent or a fragrance chosen to complement the brand and environment.
Scent.ology’s own guidance identifies primary entrances as one of the areas businesses can consider when deciding where fragrance should be diffused.
Product Areas: Matching Scent to the Space
Different product areas can provide opportunities for more targeted scenting. Scent.ology gives the examples of tropical fragrances in a swimwear department or baby powder-inspired aromas in an infant section, showing how fragrance can complement what customers are seeing and experiencing in a particular part of the store.
Depending on the layout, businesses might consider fragrance around:
- Entrances and reception areas
- Specific product departments
- Fitting rooms or service areas
- Checkout and waiting areas
Checkout and Waiting Areas: Don’t Forget the Final Touchpoint
Checkout counters and waiting areas are another touchpoint worth considering, particularly where customers may spend time before leaving. The fragrance does not necessarily need to change here, but its intensity and suitability for the space should form part of the wider scent plan.
The goal is not to fragrance every available corner. It is to consider how customers move through the premises and decide where scent can contribute naturally to the overall experience.
Effective scent marketing starts with understanding your space and how customers move through it. Scent.ology can help you plan a scent marketing strategy suited to your business, from fragrance selection to placement. Contact Scent.ology to discuss your space.
Q: What scent works best at a store entrance?
A: There is no single fragrance that works for every entrance. The scent should reflect the brand and the atmosphere you want customers to experience when they arrive. Fresh, welcoming or signature fragrances can all work depending on the business.
Q: How can retailers use scent in different product departments?
A: Fragrance can be selected to complement a particular department or product category. For example, tropical scents may suit a swimwear department, while a softer fragrance may work better in an infant section. Read more about the types of scent marketing.
Q: Should scent marketing include the checkout area?
A: It can. Checkout and waiting areas are part of the customer journey and may be worth considering when planning fragrance placement. Whether they need a separate scent or simply consistent fragrance coverage depends on the layout and customer experience.
Q: How many fragrance zones does a retail space need?
A: There is no set number. The right approach depends on the size and layout of the premises, how customers move through the space and where fragrance will be most relevant. Some businesses may benefit from several zones, while others may only need carefully selected diffusion points. Contact Scent.ology to discuss a scent marketing approach for your space.
