Europe’s largest consumer electronics retailer, MediaMarkt, set out to test this theory when they asked PremiumScenting to create a bespoke scent for one of their flagship stores based in The Netherlands.
By offering every shopper an experience to remember, would the pure power of scent increase dwell time in MediaMarkt’s stores leading to an enhanced shopper experience and an uplift in sales? This is, in fact, exactly what happened as the store registered a 40% uplift in sales, a mere six weeks after the new scents were installed.
Watch the video right here for the full story:
Can scent add value to a brand?
Every business knows that if you want to achieve success you need a strong brand. The brand experience of the customer is everything if you want to drive sales and get returning visitors.
Scent marketing is by no means a new concept. However, thanks to advocates hailing from the world of psychology and perfumery, it is being seen more and more as a way to elevate your brand, add value and forge deep, emotional connections with the customer.
As Barry B van Ruiven, Board Member at MediaMarkt, explains in the video, the ‘right smell in the right place can help to serve customers in a better way’. He is convinced by the evidence in his store, that if a brand takes scent seriously, it can really contribute to more purchases in store.
How PremiumScenting helped increase sales for MediaMarkt
MediaMarkt had been constantly asking what their brand value is to their customers. They believe that if you want to build an emotional relationship with the customer, you have to use emotional tools.van Ruiven believes that PremiumScenting delivers this requirement perfectly.
For MediaMarkt, PremiumScenting installed scents in the white goods area of their store. After only 6 weeks, the store experienced a 40% uplift in sales. van Ruiven is convinced that this was attributable to the new scenting introduced into the store and not pure coincidence.
van Ruiven believes that through the power of scent from PremiumScenting, MediaMarkt is able to build an emotional relationship with customers, moving from a transactional relationship to a genuine relationship.