You're undoubtedly already aware of the fact that unpleasant odors can cause customers to leave your retail space, but did you know that pleasant scents will attract them and invite them to stay? It's a tactic that's long worked or bakeries, but your business doesn't have to be the culinary kind for in-store fragrances to have a positive effect on customer sales. Following are five ways that you can boost your sales by using an effective olfactory marketing strategy.
Keep it Simple
Straightforward, easy-to-recognize fragrances that have pleasant connotations are far more effective than complex fragrances that overwhelm and try too hard. You don't have to stick with single note fragrances, but choose those that blend a range of familiar fragrances for best results. It's also important to remember that scent can produce negative emotions and memories as well as positive ones, and keeping things simple can help circumvent that.
Keep it Subtle
Loud, overpowering scents are likely to cause customers to head for a door rather than encourage them to stay and shop. Many stores that have gone overboard in saturating their retail spaces with scent have faced embarrassing protests from sign-wielding consumers outside of their stores accusing the retailer of exposing their customers to toxic chemicals. Always remember that marketing scents should whisper instead of shout.
Develop a Signature Aroma
No matter which fragrance you choose, developing a signature fragrance and branding it to your store will help customers identify it with your business. Most consumers remember fragrances rather than pictures or other visual imagery. In general, it takes about 90 days for a retail establishment to develop their signature scent to the extent that return customers begin to associate it with their store, so have patience and be consistent.
Taylor Scents to Your Business
Certain smells bring out different feelings in people, so be sure that the fragrance that you choose as your signature scent matches the mood that you want to set in your store. For instance, if you're selling sporting goods, an energizing fragrance such as one containing mint will inspire customers to want to exercise. If you've got a bookstore, a lavender-based fragrance will be relaxing and will tempt customers to stay and browse the shelves.
Consider the Neighboring Retailers
If you're located near a retailer that sells highly aromatic products such as cinnamon or coffee, make certain that your fragrance choice does not clash with these items or you will both lose business as a result. Choose something that complements the fragrance of surrounding retailers rather than competes. For instance, if the coffee shop next door is filling the air with the delightful fragrance of freshly brewed coffee, consider using a signature scent that contains warm notes such as vanilla, brown sugar, or spices.
Marketing Scents tips: http://www.marketing-scents.com/
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