In order to understand how Scent Marketing can increase sales in a retail environment researches in Belgium conducted a study over 10 days with the observations of 201 customers in a chain bookstore that examined whether a chocolate scent positively influenced consumer behaviours within a store environment. We have long known of the positive effects of scent in retail spaces as it has the ability to drive purchasing decisions, increase brand recognition and increase dwell time.
- Sales increase of 5.07%
- Nearly 3x more likely to engage in conversation with staff
- 2x more likely to examine multiple items
The bookstore was a standard 200 SQM retail space that did not have a coffee corner and no other shops associated with the scent were nearby. The retailer also sold a number of other products including newspapers, magazines, DVDs, and lottery tickets. The scent was dispersed through two scent dispenses for maximum scent reach and now other factors where changed e.g. music or promotions.
The results of the study were very conclusive that scent has a positive impact on consumer spending behaviour. The study not only saw an increase in sales by 5.07% but found that customers were nearly 3x more likely to engage in conversation with staff and 2x more likely to examine multiple items within the store.
**Ask us today a Central about what we can do in your business to help drive consumer spending and positive brand associations.
Lieve Doucé et al. (2013). Smelling the books: The effect of chocolate scent on purchase-related behavior in a bookstore. Journal of Environmental Psychology, 36, 65–69.