Our sense of smell is the strongest of all human senses and the closest sense linked to memory and emotion. Research suggests that the use of scent creates an overall store atmosphere which influences shopping behavior. Therefore, a growing number of retail chains are considering the use of scents to try to draw and keep customers in their store longer. Before implementing scent branding, retailers need to educate themselves on the basic understanding of the six scent families, referred to as the “primary colors” of ambient scenting, as it is crucial to get it right from the start. The six scent families include:

Citrus scent is rejuvenating and stimulating and is a best match for brands looking to deliver a high-energy atmosphere.
Floral scents can be found in expensive fashion boutiques and fine jewelry stores, as the scents in this family tend to range from innocent and sweet to sophisticated and exotic.
Outdoorsy scents are well suited for outdoor activity outfitters or eco-friendly stores because these scents are described as refreshing, clean and nature-inspired.
Fruity is known to be bright, uplifting, youthful, and at the same time anxiety-reducing which is a good fit for specialty fashion retailers.
Ozonic scents are airy, fresh, subtle and light. Stores with small space use this scent family to emphasize a fresh, breezy and open atmosphere.
Gourmand scents are associated with food and creates a homey and cozy setting. The scents in this family are perfect for specialty food shops or kitchenware.

Choosing a suitable scent for the brand, along with the intensity level of it is very important because too strong of a fragrance can send the customer quickly out the door and never return. Fortunately, with the touch of a button, stores can control the intensity of the scent using the top scent delivery technology available in the market today.

Discussion Questions:

1. Why should retailers use scent as part of their overall store atmospheric strategy? 

2. What are the six scent families, and how should retailers use them?

 

Source: Richard Weeing, Retail Customer Experience, March 11, 2014