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Improve sales with sensory marketing | luxury home scents

[fa icon="calendar"] 16-feb-2016 11.43.12 / by Anna Letizia

There is evidence that most purchases are not rational, but emotional: if you want to increase sales in your store, you may take advantage of the unique pulse of olfactory stimuli

 

There is evidence that most purchases are not rational, but emotional:
If you want to increase sales in your store, you may take advantage of the unique pulse of olfactory stimuli that is triggerd by fragrance diffusers.

Luxury home Scents communicate with  deep levels of our ego, burst into our minds without realizing it, suggesting pleasant or uncomfortable feelings, exiting memories or difficult moments.

Smelling particular room scents, even after many years is like opening the door of memories, inextricably linked to that fragrance.

There are fragrances that make you feel good, that recall to memory pleasant situations: scent of freshly baked bread or of a cake just taken out from the oven; the scent of spring flowers, a strong perfume of coffee, or the sweet scent of a baby powder.

Smell of bread is very evocative

When we walk into an unknown environment, the first thing we do with our subconcious, is to pay attention to the room scents. Smell is one of our ancestors’ legacy, they could literally smell hidden dangers.
Welcoming customers with luxury home scents is worth a thousand words. It provides a discreet but perceptible background that is imprinted by our memories.

The sense of smell communicates unconsciously: while in front of an image the critical reason immediately enters,  when we perceive a fragrance for home, our brain is activated on an emotional and instinctive level; often we do not understand why suddenly our mouth water or why we feel melancholy.

When olfactory memories are assertively stimulated, customers are pushed to connect products with positive emotions, and then to make a purchase.

Sensory marketing using scent diffuser

This strategy is used to increase sales and is used more and more every day: this is a set of techniques aimed at stimulating customer’s five senses, creating a positive feeling which he/she subconsciously relates to a product and therefore is pushed to make a purchase.

Theory explains that consumers do not always choose rationally: often purchases are made in the wake of psychological needs stimulated through advertising or in the showroom environment.

Rational or unconscious communication that was aimed at marketing and points-of-sale design has been carefully studied. These studies have looked at how visual and musical influence may affect a consumer in various environments. Today, research has expanded and has tested consumer reactions to  touch, taste and smell.

In the case of touch, the décor of store or showroom should be designed to create  most intense sensations using materials that invite to "touch".
For example, when walking into a store that sells home accessories if one places the most aesthetically pleasing objects by the front such as soft blankets for the couch or cozy pillows for the bedrooms this evokes a sense of comfort and calm for the customer  who then is more likely to shop as he/she has been put at ease.
Another example when there are wooden furnishings in a restaurant. The wood, which is a a natural material, creates an ambience of warmth and home. When an environment which a customer walks into is comfortable and inviting he/she will be more likely to spend more money feeling so at ease.

Taste can go beyond traditional food and beverage and be used to stimulate customers with tasting events in bookshops or in clothing stores.

Food is usually associated with visual and tactile evocations

Home fragrance | Golden nose

The human brain can save over 10,000 different odors, which stimulate the limbic system linking simultaneous emotions: consequently when you smell a particular room scent you will feel the same emotion you did the first time. Neuromarketing studies actually show that 75% of emotions are triggered by the best home fragrance products.

This almost indissoluble bond with our emotions makes olfactory stimuli particularly powerful, because they are immediate and unconscious: when you increase customer's emotional experience, you will get him to buy something.

Perception of displayed goods is modified through the fragrance for home spread in the environment: create a positive atmosphere and subtly manipulate the mind that drives the purchase.

The aspect of the identity of the product should not be underestimated: thanks to olfactory stimuli brand identity, products stay imprinted  longer in the memory of the buyer and generate loyalty not only to a particular product but to the whole brand.

In addition, based on several statistical studies when the client is feeling comfortable he/she stays in the store longer and thus is more likely of making a purchase.

Fragrance diffusers | Does it work?

There are lot of examples that support these theories.

To prevent compulsive purchases in grocery stores, you should go shopping after having eaten as if you shop hungry you may buy many unnecessary items.

For this reason, a supermarket chain in the United States spreads (using home scent diffuser) the scent of fresh bread and chocolate, which stimulate the appetite of customers and pushes them to buy more than the necessary.

It is also said that Abercrombie & Fitch franchising has designed a pheromone scent, aimed at women, to stimulate the desire of possession of clothes.

With the increasing prevalence of online shopping, it is essential that customers find strong incentives to go inside stores and especially go back. In a shop: sensory experiences can create an intimate bond with a potential buyer and offer an added value that a web page does not have.

Luxury home scents | right on target

When you choose to add an olfactory stimulation, the right balance is essential. However, good and pleasant this tactic may be, a strong scent for the home can lead to diametrically opposite feelings like disgust and rejection. The spread of aromas in a room must be correctly calibrated so it can be perceived correctly within the environment.

Which home fragrance should you spread in your store?
The choice must be weighted and depends on many factors: room scents should be enjoyable, but may not differ overly from the mood of the products.

For example, in a jacket or bag shop, an effective olfactory stimulus could be the scent of leather, which claims products of this material as high quality.

A scented candle, some fruits and flowers, soft fabric for a sensual mood

On the other hand, in lingerie department you can spread most sensual and languid flavors, which stimulate memories of romantic evenings for two.

Even a car dealer can play on olfactory sensations, for example in used car department: home fragrance diffuser could spread reminiscent of typical scent of a new car creating a feeling of increased reliability.

In conclusion

Today, purchase is driven by the need for immediate gratification, rather than a real need, and gratifications cause pleasure, contentment and happiness.

When the client is surrounded by a pleasant environment and this pleasure is inextricably linked to the moment of the purchase, this situation becomes an unconscious invitation to come back.

Discover more about the luxury home scents of the Ahura collection that can help you seel more in your store, register here and become a partner:

If you are a store owner or a B2B customer,  register and get access to our partners conditions. CLICK HERE

Topics: decor gifts, Ideas, Retail, show room, valuable

Anna Letizia

Written by Anna Letizia

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