Over half of consumers say they love their favourite store due to its ambience and that they place multi-sensory cues such as design, fragrance, lighting and music above good service from friendly staff.
Similarly, in a hotel, 77% of consumers said a pleasant smell had a positive impact on them, while 43% said they would regret or reconsider checking in if they noticed an overpowering smell.
According to professor Charles Spence of Oxford University, as consumers, our brains monitor the inputs from all our senses in order to make sense of the world. As such, there has been a rise in businesses looking to understand neuroscience.
New technologies around effective scent dispersal means there has never been a better time for hotels and stores to consider developing a brand through the use of scent and other multi-sensory marketing strategies,” he said. “It is, however, important to remember that harmony is key – the right scent should correspond with its surroundings and be congruent with our other senses. Based on research, I am convinced of scent’s role as a powerful means of communication with one’s customers no matter what the business.”
The research found smell is the top-rated stimuli for triggering a memory or feeling (73%), highlighting the positive impact it can play in creating a connection between a brand and consumer. As bosses focus on how to evolve their models to attract more customers and retain them both online and in a physical environment, the new research demonstrates the significant role scenting can play.
If you own or manage a business and would like to explore scenting options, take a look at our industry information page to get more information about scenting for your industry. Or, get in touch with us today to discuss how you can boost in-store customer dwell times and spending.
This article was originally published here.