A well chosen in-store fragrance can boost sales, create customer loyalty, and raise awareness of the business. When it comes to in-store scent marketing, there are three main ways that fragrances can be used to drive sales: ambient scenting, scented billboards, and theme scenting.
Here’s a guide to exactly what these terms mean and how you can apply them to your store or brand.
Ambient scenting
Ambient scenting is used to describe a setting where you want to create a pleasant general environment for customers. This can encourage shoppers to browse for longer and to feel more at ease in a potentially busy public place. The key is to pick a relaxed and welcoming fragrance that is distinctive yet not overpowering.
Lavender is a popular choice, because it is associated with calm and serenity. This may be because lavender oil contains linalool which is a traditional remedy for anxiety, and it is used as a complementary therapy to help treat insomnia.
Vanilla is another popular ambient fragrance, because it can help to evoke the sweet and reassuring memories of childhood baking with a parent, or the welcoming smell of a family kitchen. It’s an ideal background scent because it is memorable without being overwhelming, and mingles well with other scents.
Other fragrances that create a sense of well-being and a positive mood, such as fresh linen, are also ideal for ambient scenting. The aim is to create a subtle but memorable scent that creates the impression of a warm and well cared for space where customers enjoy spending time.
Theme scenting
Theme scents are chosen to specifically influence customer behaviour, rather than to create a more general mood or atmosphere. The theme scent can vary according to the position in the store, the season, or the type of product in stock.
For example, around Christmas time, stores may use traditional smells associated with the season, such as pine, gingerbread, roasted chestnuts, and baked goods. This reminds the customer of happy times enjoying festive food and fun with friends and family, and evokes all the feelings of goodwill that the season brings.
This feel good atmosphere prompts the customer to buy products associated with creating a happy Christmas at home, and reminds them to look out for suitable gifts for their loved ones.
A sportswear store may choose uplifting and energizing fragrances such as citrus or peppermint, while a high-end clothing store may choose rich woody or leather scents to create an atmosphere of classic timelessness. This is reassuring and creates confidence in the customer that they are spending their money well.
Billboard scenting
Billboard scenting is used for businesses with multiple outlets to create an instantly recognisable fragrance that customers associate with the brand. This helps to build customer loyalty and raises the profile of the brand.
There may be a crossover between billboard and theme scenting, especially for a food or drink retailer that wants to evoke a mouthwatering response in customers every time they step through the door.
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