Scent in trade: how to choose a scent for your store
The perception of aromas cannot be "turned off" because it works on a subconscious level. Smells are able to reproduce in our memory images of people, places and past events. They, like an invisible subtle energy, encourage people to act, often incomprehensible from the point of view of logic and rationality. How fragrances influence the decision-making on purchases, and what fragrances for stores should be chosen - this is further in the article.
Smells in the world of the buyer
Smells act on the human psyche even stronger than music and visual advertising "stimuli". Decisions to buy something are often made on an emotional level, and the perception of aromas plays a key role.
For example, coffee, confectionery stores, coffee shops often install a special aromatization system, in which warm air saturated with the aroma of coffee or pastries is supplied to the street from the institutions. Passing by, people unwittingly succumb to the power of the aroma. It is noticed that especially in winter it is difficult for passers-by to resist the temptation to come in and drink a cup of drink and enjoy hot pastries.
Another eloquent example: bakeries "French bakery" and restaurants "McDonald's" deliberately serve the aroma of fresh bread through the chimneys directly to the street, and passers-by, feeling hungry, rush to have a snack.
The use of smells in trade is gaining momentum. Thus, stores (or chains of stores) attract customers, create a unique atmosphere in the trading floor and stimulate sales. The aroma distinguishes the store among competitors and makes it recognizable, creates a special image.
It is believed that thanks to the "right" aromatization of the premises, you can increase store sales by 15-20%, first of all, due to an increase in the share of impulse purchases and secondly - due to an increase in the average check amount.
Get ready for spontaneous queues in your store. In this case, automation of trade and warehouse accounting with the help of the Torgsoft program will be very appropriate.
Even optimal smells for grocery supermarkets, fragrances for furniture stores, fragrances for clothing stores, household appliances and electronics, fashion boutiques, restaurants, hotels, etc. have been developed.
When aromatization is a necessity
In addition to the specific task of influencing consumers, the use of fragrances has practical purposes. Aromatization of shops is necessary to refresh the room and eliminate unpleasant odors that occur in any crowded place. To avoid mixing the smells "brought" by visitors, a "background" scent is needed. Specialists engaged in the aromatization of stores, allocate in their arsenal of means mixtures for neutralization (to defeat the unpleasant smell) and aromatization (unique smell in the store).
It is known that the smells of mustiness and mold scare away 80% of potential buyers, because the same association is transferred to the entire product offered (not fresh, stale, spoiled), while the right aromas can inspire customer confidence, convince of the quality and relevance of the product.
Professional products will help not just to drown out the unpleasant smell - to get rid of the smells of tobacco, fish, meat, food, rot, dampness, etc. For example, when the store is located in a shopping complex with a cafe, and the smell of food penetrates into the shopping area. The use of aromatization equipment will help to "draw a border" between the zones: it will destroy the inappropriate smell of pizza, pancakes and coffee and give the store its own unique, inviting aroma.
Or another example: the aroma of fresh fiberboard in furniture stores is often able to spoil the first impression of visiting the store and even discourage customers who buy furniture for a child or just take care of their health. If at the entrance to the exhibition halls customers feel the aromas of noble wood, they will naturally increase their confidence and desire to buy. Factory smells of furniture, caused by the processing of materials, glue, foil, can be removed by aromatic compositions.
Neutralizing fragrances are most often used for:
- eliminating the smell of dampness and mustiness in shops located in the basements and subway passages;
- elimination of food odors from fast food restaurants, canteens and grill kiosks;
- elimination of tobacco smells and "railway" smell in the station shop;
- elimination of the characteristic smell in pet shops, second hand stores and sewage;
- getting rid of any smell in gyms and fitness clubs;
- "interrupting" the smell of medicines and dentistry in the reception rooms of clinics.
Aromatizing according to the rules
You need to aromatize the store carefully and according to the laws of psychology. Studies show that certain aromas have the ability to evoke specific emotions beyond our consciousness. Jasmine, rose, mint and cloves increase efficiency and reduce drowsiness. Aromas of lavender, chamomile and sandalwood help to relax and relieve tension. The smell of certain varieties of roses "provokes" compliance and pliability.
An incorrectly chosen fragrance, albeit pleasant, can negatively affect the sales of the store. For example, the magazine "Aromatic Merchandising" describes such a case. Lingerie store Frederick's of Hollywood decided to copy the success of a competitor - Victoria's Secret - and began to use a sweet floral scent. To the surprise of the sellers, the sales volume in the store immediately decreased, and the fragrances had to be abandoned. The reason was that the peculiarities of the customer audience were not taken into account. Victoria's Secret store with its soft pink boudoir atmosphere was aimed at women. Provocative Frederick's of Hollywood attracted more men who bought gifts for their ladies. Here they "sold" men's fantasies on the theme of lingerie, and the floral smell was not included in them.
Perhaps if the store Frederick's of Hollywood installed fragrances with a more sensual, lustful aroma, the owners would get the desired result. However, the management did not take any chances. They chose the scent of lavender and were wrong again.
The lavender scent worked well on men who chose gifts for their wives, but repelled customers who came for bright lingerie for their girlfriends. This category of people, as a rule, left the store without buying anything.
Obviously, the fragrance should logically correspond to the product and its buyer. Therefore, when developing it, marketers begin by identifying the target audience, drawing up its profile and identifying those brand elements that the customer finds most attractive.
Selection of fragrances according to the portrait of customers
According to research on the psychology of the impact of fragrances on customers, it has been found that:
- Women buyers prefer floral fragrances, men - more tart smells. Aromas of leather, tobacco, oak bark are considered to be originally "masculine".
- In youth, people prefer sweet and fruity smells, and then there is a shift towards floral, oily and musky compositions.
- The intensity of smell perception depends on the gender and age of customers. Women are more susceptible to smells than men, they have a more delicate sense of smell than men, which is also always trained, because women are more likely to cook, use cosmetics and perfumes. During pregnancy and lactation, a woman's ability to perceive smells may increase or disappear altogether.
- The older the person, the worse his sense of smell. Half of the buyers who are over 65 years old, and three quarters of those who are over 80, do not feel smells at all.
- The time of year and ambient temperature affect the perception of smell: in humid hot weather, sweet smells "stifle", and in cold winter, spicy, "warm" smells are more appropriate.
- In the morning, smells are perceived less acutely than at the end of the day.
It is not easy to choose a fragrance for a particular store. "Your" aroma in the interior should be perceived as expensive and be similar to perfume - unobtrusive, perceptible only at the first moment of the customer's meeting with the store, carry a barely perceptible trail and cause an association with your brand
Selection of fragrances for stores
Thus, the results of studies show that certain types of fragrances are suitable for stores of a certain direction:
- vanilla increases sales of irrigated departments by 15%, especially in children's stores
- in stores with goods for pregnant women and newborns, it is better to use neutral smells (or no smell at all), a light milky smell, the closest to natural;
- books and press smell like fresh printing ink, so they are sold without the help of their fragrant colleagues;
- the smell of natural leather stimulates sales even of those products that are made of substitutes;
- the smell of cucumber and watermelon are considered optimal for grocery stores, as they are perceived as a scent of "freshness and cleanliness", and also neutralize unpleasant odors;
- women's clothing store - floral fragrances and fragrances-analogues of well-known perfume brands fit;
- tobacco and perfumed current smells are suitable for business men's clothing and accessories stores;
- an expensive boutique will suit the smell of roses. It will help the visitor to come to terms with the prices of high fashion houses;
- the smell of citrus invigorates, improves mood and inspires optimism. Good for promotions, in crowded places. The smell of tangerines will remind almost everyone that it is time to buy something for the New Year, even if it is October.
- the smell of sandalwood - the smell of style and sophistication - is perfect for clothing stores, especially classic men's clothing and accessories;
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household appliances, computer, plumbing stores - "water" fresh aromas;
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smells of branded perfumes, tart, tobacco smells will help to emphasize the prestige of the store;
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the smell of cinnamon and ginger will improve the mood and "warm" the buyer in the cold season, inspires romantic notes of mood, which is appropriate in shops of gifts, souvenirs, home items;
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in jewelry stores and jewelry departments, the floral-fruity smell makes casual visitors stay longer at the counter;
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aromas for upholstered furniture stores - warm smells of comfort, such as chocolate, cinnamon, coffee.
Do not interrupt the smell in auto parts stores, as the smell of new tires is the most native for every motorist.
With the help of smell you can emphasize the "festive mood" in the store. The warm aromas of pine needles, cloves, cinnamon and tangerines before Christmas and New Year help to sell gifts better, the smell of chocolate is inseparable from the hearts on Valentine's Day. The smells of long-awaited flowers are appropriate on March 8.
To make the aroma characteristic of your store and remembered by customers, do not change the smell often. It is best to change the aroma to the change of season 2 times a year (spring-summer and autumn-winter). Special festive events are "launched" for the period of sales and holidays.
Aromatic equipment for shops
1. An electronic air freshener that works on the principle of a spray bottle. Each device can be programmed, and then it will spray the fragrance with a certain frequency, for example, the smell is supplied to the sales area every 5 minutes. The mode of operation of the electronic freshener is also set - day / night or round the clock, you can choose a day off. The number of devices depends on the area and layout of the store and is determined by representatives of specialized companies.
The cost of electronic devices for aromatization - from 344 g to 4750 UAH, depending on the power and the manufacturer. On average, one such device gives the effect in rooms up to 200 cubic meters. A cylinder with fragrance - a replaceable one provides up to 3 thousand sprays (at the frequency of "injection" once every 15 minutes, the cylinder lasts for 1 month). The cost of replaceable capacity is about $ 10-15.
Fresheners are usually installed at a height of 2-2.5 m, and they can be located both in the depths of the store and at the entrance ("entrance effect"), it depends on the layout of the store and the ventilation system.
2. The air conditioning and ventilation system is cheaper, there is no electronic sprayer, the costs are only for cylinders with flavoring.
3. Amphorae with aromatic sets (dried herbs, flower petals, etc.). However, the smell will be less intense, with a limited range of action and will disappear in a week.
4. Fragrant polymer plates - an economical way to fill the store with incense. They are mounted on ordinary lamps and when heated begin to smell nice. However, this method is not very convenient, because the lamps need to be constantly cleaned and not the fact that the smell will be unique.
5. Live aromas. Expensive boutiques do not spend on artificial aromatization, but use real perfumes or smells of fresh flowers. For example, the air in the Boss Hugo Boss store is filled with the aroma of fresh flowers, and the company uses certain types of flowers in different seasons. In the hall where the sports line is presented, orange gerberas are installed; in the hall of classic clothes - calla lilies or lilies. In winter, Boss advises to decorate the store with bright red flowers, and in summer - with large armfuls of white daisies.
Fresh flowers create a homely warm atmosphere, a special mood. They emit their special smell, bring back memories of something pleasant, encourage the buyer to make purchases.
Not only the sales area, but also the shop window can be aromatized. It is quite common abroad to wash shop windows with detergents with special aromas. This is especially true for shop windows of shopping centers or shops located on the main shopping streets of the city. Fragrant shop windows attract the attention of pedestrians and "invite" them to enter the store.
Non-food stores give the greatest freedom to experiment with scents, while in a grocery store the best scent is its absence.
It should be remembered that such means of influencing the consumer will be effective only in combination with the proper quality of goods, competent pricing and assortment policy.
Practical recommendations for choosing a fragrance in the store
In addition to the above, experts in the psychology of smells advise to consider:
- the color of the interior (warm orange colors are associated with citrus, peach; shades of red - the smell of roses, deep floral aromas; green shades - notes of grass, kiwi, sage, lime; gray and metallic color - water, watermelon, cucumber notes);
- its design, materials used in the interior;
- illumination;
- area of the store;
- orientation of the store.
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