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Shopping Centres

The Science of Scenting…

Scenting? - It Just Makes Scents...

Personal experiences are crucial in increasing customer retention rates and spending behaviours within a mall. For shopping centre operators it is imperative to entice consumers into their centre while competing with the rapidly growing online platforms. It is simply about enhancing the overall consumer experience to encourage repeat visitors keeping tenants within your centre trading and operating effectively.

Shopping Centres and Malls: Enhancing the Consumer Experience 

In bustling cities like Sydney, Australia, shopping centres and malls, such as Westfield Sydney, Pitt Street Mall, and Market City, have become more than just places for a shopping spree; they are central to the urban lifestyle. These shopping centres, nestled in the heart of the central business district and other key areas of New South Wales, are not only about providing a variety of shops under one roof but also about creating an immersive experience that keeps consumers coming back. 

The Role of Scent Marketing in Shopping Centres 

Scent marketing, a strategy increasingly adopted by the best shopping malls, plays a pivotal role in enhancing customer retention rates and spending behaviors. For operators of shopping centres and department stores, the challenge is to attract consumers and compete with the convenience of online platforms. This is where the power of scent comes into play, transforming a routine visit to a shopping centre into a memorable experience. 

Scent Marketing: More Than Just Aroma 

Scent marketing and aromatherapy in shopping malls like Westfield Sydney or the iconic Sydney Tower’s shopping areas go beyond mere pleasant smells. They involve engaging a consumer’s senses to influence their perceptions, judgments, and behaviors. By integrating specific sensory cues, these shopping destinations can stimulate impulse purchases, tapping into the “buying mood” of shoppers. Research by neuroscientists suggests that 85-95% of consumer decisions occur at the emotional or subconscious level, highlighting the potential impact of scent marketing over traditional visual and auditory techniques. 

Creating a Unique Shopping Environment 

In addition to scent marketing, shopping malls in Sydney and other parts of New South Wales are incorporating various elements to enhance the consumer experience. This includes diverse food courts offering culinary delights, coffee shops for a relaxing break, and a range of independent stores alongside well-known department stores. Places like World Square and the top floors of high-end malls often feature exclusive beauty products, making them a one-stop shop for all shopping needs. 

Adapting to Different Needs 

Shopping centres are also evolving to cater to different scenarios. On a rainy day, a mall becomes a refuge where one can enjoy a variety of activities beyond shopping. The integration of entertainment options, from movie theatres to play areas, ensures that these shopping malls remain attractive destinations for a wide range of consumers. 

In conclusion, shopping centres and malls in Sydney and across Australia are redefining the shopping experience. By leveraging scent marketing and creating diverse, engaging environments, they continue to thrive as essential parts of the urban landscape, offering much more than just shopping under one roof. 

 

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Discover the Science of Scenting?

Download the latest information and case studies on the wonderful world of scent marketing and aromatherapy. Backed by Science, Driven by Quality.

What is Scent Marketing?

Scent marketing and aromatherapy can be defined as the engagement of a consumer’s senses to affect their perceptions, judgment and behaviour. Specifically tailored Sensory cues can enhance impulse purchases by stimulating the “buying mood” of consumers. One group of neuro-scientist found that 85-95% of consumer decisions occur at the emotional or subconscious level. This indicates that traditional visual and audial marketing techniques fail to influence consumers on an emotional level.

Why Essential Oils?

Pure essential oil based fragrances are produced from pure plant extracts to enhance psychological and physical well-being. Unlike synthetic based fragrances, our oils are far more effective at influencing the subconscious and emotional decision making. Our fragrances do not contain proteins, polypeptides or amino acids meaning our essential oil fragrances are non-allergenic.

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THE SCIENCE OF SCENTING

CASE STUDIES & RESEARCH

Explore Case Studies and Research

Research Study: Increased Spending behaviour

A Washington State University study in 2012 found that shoppers in a scented shopping environment spent an average of 20% more.

Research Study: Repeat Hotel Guests Increase by 47%

A study carried out by the Coventry University found that scent resulted in 47% of respondents would return to that hotel due to its fragrance.

Research Study: Retail Bookstore

Researches in Belgium conducted a study over 10 days with the observations of 201 customers in a chain bookstore and found that sales increased by 5.07%.

Research Study: Increased Sales of Nike Shoes

The Smell and Taste Institute carried out research in NIKE stores. It was discovered in the study that 84% of customers were more likely to make a purchase in the scented store. They were also willing to spend around 10-20% more.

Research Study: Scented Samsung Store

An independent study was carried out within a scented vs a non-scented Samsung store found that dwell time increased by 26%.

Case Study: OPEN HOME perceived home value increased by over $100,000

44 potential buyers were split into groups to inspected the same house with the perceived value of the home being increased by $100,000 in a scented environment.

 

Case Study: Employee Survey

A survey conducted on a group of office executives found that:

  • 35% of respondents say that a fragrance is the first thing that comes to there attention when entering an environment.
  • 93% agree that effective ambient scenting influences their moral, productivity and working behaviour.

 

Increased Revenue

Research Study: Increased Spending behaviour

A Washington State University study in 2012 found that shoppers in a scented shopping environment spent an average of 20% more.

Repeat Clientele

Research Study: Repeat Hotel Guests Increase by 47%

A study carried out by the Coventry University found that scent resulted in 47% of respondents would return to that hotel due to its fragrance.

Increased Revenue

Research Study: Retail Bookstore

Researches in Belgium conducted a study over 10 days with the observations of 201 customers in a chain bookstore and found that sales increased by 5.07%.

Increased Revenue

Research Study: Increased Sales of Nike Shoes

The Smell and Taste Institute carried out research in NIKE stores. It was discovered in the study that 84% of customers were more likely to make a purchase in the scented store. They were also willing to spend around 10-20% more.

Dwell Time

Research Study: Scented Samsung Store

An independent study was carried out within a scented vs a non-scented Samsung store found that dwell time increased by 26%.

Increase Perceived Value

Case Study: OPEN HOME perceived home value increased by over $100,000

44 potential buyers were split into groups to inspected the same house with the perceived value of the home being increased by $100,000 in a scented environment.

 

Satisfaction

Case Study: Employee Survey

A survey conducted on a group of office executives found that:

  • 35% of respondents say that a fragrance is the first thing that comes to there attention when entering an environment.
  • 93% agree that effective ambient scenting influences their moral, productivity and working behaviour.

 

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info@scentcentral.com.au

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