Retail stores commonly use music to spruce up the shopping atmosphere for customers and needless to say, it indeed is an effective technique to lure shoppers and also retain them for longer. Another increasingly popular technique that is being used by many retail stores these days has to do with a comparatively new marketing technique called “olfactory appealing or marketing”.
As the name clearly indicates, it involves appealing to the sense of smell of customers and apparently it is one of the main components of the whole category of sensory marketing.
It doesn’t come as a surprise though, because appealing to the human senses has long been a proven successful and effective marketing technique, especially in the retail sector.
According to Dipayan Biswas, Marketing Professor and author of numerous papers and studies on sensory marketing, anything that appeals to the human senses, happens at a subconscious level and hence often influences our choices and behaviour.
Lily Stephanopoulos at Fragrance 365 has in fact helped a lot of business owners find perfect fragrances for their retail stores.
If you are looking to join the bandwagon and invest in fragrances, here are 5 tips you can use to influence shoppers.
Branding with scents – If you are going to use a fragrance for your retail store, you might as well incorporate the same scent on all your marketing channels, including print. Stick to a pleasant and moderately powerful signature scent and use it rationally across your print catalogues or brochures and envelopes that you send out to customers. Make it a part of your brand’s identity.
Avoiding complex scents – Many retailers make the mistake of going overboard in terms of the fragrances used in their store. However, just like with music, you don’t want the fragrance to distract customers from their shopping spree. The idea is to make it just powerful enough for them to feel relaxed and also to induce them to stick around and make a purchase. Hence, it is always best to avoid complex scents that combine different elements. A simple and classic fragrance should do the trick.
Picking fragrances according to your business – Pick a fragrance for your store according to your business and the type of products you are selling. For example, commonly perceived “delicious smelling” fragrances like that of chocolate or vanilla could be used effectively at a children’s toy store.
Strategically using scents – Different fragrances are known to have different effects on our mind and body. For example, the smell of lavender is found to help people feel relaxed. It also slows the perception of time, hence it could be used in a store to make people spend more time, in any particular section or in the whole store.
Keeping it rational – Last but not least, as is the case with anything used in a retail shop to attract customers, you should keep it minimal and just enough powerful. Going too extra with scents will not only make your brand look bad for trying too hard, but it will also cause customers to flee, as it can make a person physically uncomfortable. Hence, a rational use of fragrances is preferred.