An ambient scent can influence how consumers evaluate a retail environment and how they behave within it. This does not mean every scent works positively: the chosen scent and the context play an important role.
Spangenberg, Crowley & Henderson (1996), Journal of Marketing.
Research in retail environments shows that scent works in tandem with other environmental factors. The retail experience is therefore created by the combination of scent, sound, interior design, and presentation.
Morrison, Gan, Dubelaar & Oppewal (2011), Journal of Business Research.
Research in retail environments shows links between ambient scent, the evaluation of the environment, emotions, and aspects of consumer behavior.
Chebat & Michon (2003), Journal of Business Research.
Experiments found better memory and recognition of brands when an ambient scent was present while viewing products.
Morrin & Ratneshwar (2003), Journal of Marketing Research.
Scent does not exist in isolation from the rest of the store. Research into the combination of scent and music shows that the mutual coherence between sensory stimuli can be relevant for the evaluation of the environment.
Mattila & Wirtz (2001), Journal of Retailing.
Research into ambient scent also shows that reactions can differ between consumers. Therefore, a store scent must not only be pleasant, but also fit the target audience and the context.
Scent marketing in a store means
that scent is consciously included as part
of the total shopping experience.
Just as a retailer thinks about lighting,
color, music, layout, and presentation,
scent can also be tailored to the character
of the store.
The goal does not have to be to diffuse a
strong perfume.
A store scent can be subtly present
and align with the brand identity and atmosphere
that the retailer wants to project.
That is why scent marketing is also called
scent marketing:
scent is consciously used as one of the
sensory elements of the customer environment.
Scent experience in a store is
part of the way visitors perceive the
total environment.
A scent does not stand on its own.
The combination of interior, music, light,
presentation, and scent together determines how a
store environment is experienced.
Research into retail environments shows that
ambient scent can be related to evaluations
of the store, emotions, and various forms
of consumer behavior.
This does not mean that every pleasant scent
automatically has the same effect.
The scent must fit the context and should not
overpower the store environment.
The right scent for a store
starts with the company's identity.
A modern store with a bright and minimalist
interior may require a different scent direction
than a store with warm materials,
wood, and dark colors.
Therefore, look at brand image, target audience,
assortment, and interior before choosing a
scent profile.
Intensity is also important.
A good store scent does not need to be strong.
Often, a subtle scent experience works better,
where the scent becomes part of the space
without immediately demanding all the attention.
With the business Scent Compass from GeurFris
you can explore different scent directions
and determine which profile best suits your
business environment.
The question “does scent marketing work?”
cannot simply be answered with a universal yes or no.
Scientific studies show that
ambient scent can have an impact on, for example,
the evaluation of a store environment,
brand memory, and other consumer reactions.
At the same time, research results differ
per situation, and factors such as context,
scent choice, target audience, and other environmental stimuli
play an important role.
Scent marketing is therefore better viewed as
part of a complete brand and store experience
than as a standalone method
to steer buying behavior.
Professional scent diffusion in a store
is not just about which scent is chosen,
but also about how it is distributed throughout the space.
A large showroom, for example, requires a
different approach than a compact boutique.
Therefore, look at the total air volume,
ceiling height, layout, ventilation,
and open connections.
An electric scent diffuser can provide
automatic and consistent distribution
throughout the day.
The capacity of the diffuser must match
the volume of the retail space.
Within the Ambielectric range, Star
is intended for spaces up to approximately 200 m³ and Plus
for spaces up to approximately 400 m³.
A scent identity is a scent direction
that consciously aligns with the identity and look and feel
of a brand or store.
Just as a brand can be recognizable by colors,
typography, interior, or music, a
consistent scent can also become part of the
sensory brand experience.
This does not mean that every branch has to
smell exactly the same or that every visitor has to have the same association.
The starting point is primarily that the chosen scent
logically aligns with what the brand wants to project.
A recognizable scent identity is therefore not created
by just choosing a strong perfume,
but by consciously looking at scent profile,
intensity, space, and brand positioning.
What is scent marketing in a store?
What does scent experience do to a retail environment?
How do you choose a suitable store scent?
Does scent marketing really work?
Professional scent diffusion in stores
What is a scent identity for a store?
