The fascinating trend for retailers to incorporate experiential marketing into their retail spaces is becoming increasingly popular, and as consumers experience this exciting way of shopping, the benefits are becoming very real and obvious.
Sights, sounds and touch are a great way to stimulate the senses, but smell is the most powerful of our five senses and 75% of the emotions we generate on a daily basis are affected by smell. Since smell bypasses mental judgement and interpretation, it is also the most influential of our senses.
When we consider the multiplier effect; where measurements demonstrate that if you trigger 2 senses brand impact increases by 30% and if trigger 3 senses it increases by 70% – we can see exactly how air aroma through scent marketing can give retailers an outcome that positively influence shoppers’ perceptions. The focus is squarely on commercial appeal to consumers.
Let’s take a look at the tangible benefits:
Richard Hyman, retail analyst, is quoted as saying that a retailer is only as good as yesterday’s numbers1. Footfall is the most basic, crucial element for any retailer and intrinsically linked to driving sales. With competition in retail at an all-time high, there has never been a better time to boost it. Our research has shown that 74% of consumers have been drawn into a store because of inviting fragrances, making scent marketing a must for professional retailers.
Increase dwell time
Enhancing wellbeing and comfort levels will encourage more time spent in store and a better likelihood of making a purchase. How long a customer stays in a store is directly related to the money they spend and while common tactics include adjusting the store layout to fit consumer habits and creating well-designed interiors, the power of scent should be considered alongside these. Spangenberg2 found that consumers who spent time in unscented stores were far more likely to over-estimate the amount of time they spent than those in pleasantly scented stores.
Improve customer perceptions
Creating an atmosphere with a luxurious scent makes customers are more likely to associate positivity with your brand. When questioned about their favourite store, 42% of consumers our study stated that what they liked most about it was the atmosphere and ambience. Evidence from various studies suggests that scent is a much more powerful driver of our perception and behaviour than we think, and that therefore, it is likely that scent plays a large role in helping us shape our store preferences.
Improve customer loyalty
Scent branding has the potential to drive brand affiliation and increase brand loyalty. Signature scents are easily recalled, strengthening emotional connections. 73% of consumers have admitted to having a feeling or a memory instantaneously triggered by a smell. While pleasant smells can increase the sense of well-being and relaxation, truly recognisable scents can trigger an emotional reaction and ultimately, better engagement.
According to Martin Lindstrom, brand building expert and author of Buyology, building a stronger emotional association between customer and brand through multisensory marketing directly translates to higher prices consumers are willing to pay1.
We can help you with the right scent marketing strategy for your retail space. For more information, get in touch.
1 Lindstrom, M. (2005). Brand sense
2 Spangenberg, E. R., Sprott, D. E., Grohmann, B., & Tracy, D. L. (2006)