To run a successful business, you have to lure customers into your store and somehow convince them to spend money. One way to boost your sales is by using the right fragrances in your company. When it comes to finding scents that encourage buying, you need to understand how fragrance marketing works and which scents are more likely to encourage shoppers.
What Is Fragrance Marketing?
Our sense of smell may be one of our oldest and evolved senses. With 10 million smell receptors, we can distinguish between more than a trillion different scents. When we inhale a fragrance, it can bring up memories and emotions even before identifying the smell. Olfaction may be one of the most evolved and oldest senses humans have, and business owners are smart to use it to their advantage.
When planning your brick-and-mortar space, the atmosphere is critical. Some top priorities include:
- Dress code
In addition to all these elements, the scent of the establishment should also be a top priority. Consider popular businesses and the smells you associate with them. For example, when you walk into a movie theater, what is the first thing you notice? Most people think of the smell of popcorn. While cinemas sell an assortment of snacks, popcorn is a part of the industry’s image.
Fragrance marketing affects customer behavior. For example, if you visit a home improvement store, you may notice the smell of lumber in the air, even outside the lumber section. This scent can encourage people to think about home improvement or DIY projects.
Types of Fragrance Marketing
There are a couple of varieties of fragrance marketing that your company can use to its advantage. Branding and ambient fragrances are the two types to be aware of.
Branding fragrances are the scents that companies want the public to associate with their business. For companies with multiple locations, you may find that they use the same scent in all locations. Some retail establishments have a single perfume in all locations that evoke a memory of that brand.
Ambient fragrance is less intense than typical branding fragrances. Companies that use ambient smells are a lot more subtle. These are light, pleasant smells that you may experience in retail shops or shopping malls.
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What Are the Scents That Encourage Buying?
Before choosing a signature scent, consider what you want your clients to feel when they enter your business. Do you want one fragrance associated with your brand, or do you want an ambient smell that encourages shopping in general? Never feel like you have to choose only one, either. You may change your fragrance based on the season. For example, your summer fragrance may be different than your holiday fragrance.
A relaxed, comfortable shopper is less likely to stress prices or feel pushed to leave the store. On the other hand, foul smells are a fast way to drive customers away, so make sure you pick something appealing.
Most people consider citrus to be an uplifting fragrance. It is refreshing and helps boost energy and mood levels. Citrus scents include orange, grapefruit, lemon and lime. While citrus aromas in general are mood-boosting, different fragrances may have a different impact. For example, grapefruit may be more energy-boosting, whereas lemon feels more joyful.
Vanilla and Cinnamon
Vanilla and cinnamon are comforting aromas. Many people associate the smells with warmth and coziness. By itself, vanilla boosts happiness levels, whereas cinnamon sharpens your mind. If you want your business to feel like home to your customers or clients, vanilla and cinnamon are two of the top choices.
Fresh cotton or linen is a smell you are likely to find in hotels or clothing retail stores. Fresh cotton is an invented scent that evokes clear memories of fresh, clean laundry and crisp air. While there may be cotton blossom fragrance in the blend, it is mostly a concoction of fresh fragrances like jasmine, cedar and lavender.
Clients may have a lot of different associations with pine trees. For those who love nature, pine scent evokes memories of the wilderness and camping, whereas for others, pine may be the fragrance of Christmas. Smells of nature may lower stress levels and keep people in your business for longer. During the holiday season, pine may encourage shoppers to linger longer or to spend more money.
Lavender is one of the most popular scents used in aromatherapy. It promotes calm and may help decrease restlessness. Most companies want guests and clients to feel relaxed in their building. The smell of lavender may soothe and help ease people’s nervousness.
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Flower-based fragrances are a broad category, including jasmine, lilies and roses. Floral fragrances tend to evoke good feelings and associations. Florals are easy to identify and also fresh, clean and enticing. Some retailers use floral scents when selling their more high-priced items. The smell of flowers is a positive experience. When you diffuse floral scents, customers may react positively.
When it comes to the scents that encourage buying, you often want to keep it simple. Simple fragrances do not require a lot of mental processing. The shopper is free to create images based on the scent. You may not notice it, but when you inhale a fragrance, your mind processes it. If a scent is more complex, even if it’s still pleasant, your customers’ brains have more to process, leaving them less time to think about the goods you’re selling.
Distribute the Scents That Encourage Buying
When it comes to fragrances for your business, there are a variety of options available. Choose the best scent for your brand and one that encourages customers to stay and shop. The longer a shopper remains in your store and the more relaxed he or she is, the more money that he or she will likely spend.
Let us help you find the right scents that encourage buying! At Whole Home Scenting, we provide HVAC diffusers to allow you full control over the type of fragrance and amount of fragrance you have in your retail space. Contact us today with any questions or concerns you may have.