Guidelines from scientific research

The presence of a pleasant, subtle scent can improve customer reactions to a store in a relatively cheap and effective way. Be mindful, however, that a scent should not be too present in a space. It will indeed be more effective if it can influence the customer in an unconscious way.

Surprise customers by diffusing, in what was initially a scentless store, a suitable odor. Note that it is important that there is congruence (suitability & coherence) between the selected scent and the product category on offer, as this may influence the customer’s decision process. By diffusing a congruent scent in the store, the retailer may elicit positive customer reactions without removing the effect of other sensory stimuli such as for instance the visual ones. Research shows that this positive reaction in turn strengthens the brand image. However, be mindful to avoid the presence of a scent which lacks association with the store as it might elicit negative emotions and behaviors.

Ambient scents can influence the spatial perception of customers in a store environment. Diffusing a ‘warm’ scent (e.g., cinnamon or chamomile), versus a ‘cooler’ one (e.g. mint), generates the impression of a rather crowded space.