How Does Your Store Smell?
Lyn M. Falk
Don’t ever underestimate the power of aroma/ odor. Why is it so powerful? Because our olfactory lobe is located in the limbic system of our brain, and that area controls our emotions and triggers memory. Some call our sense of smell, “involuntary memory”. This direct connection to the limbic system means we initially bypass logical reasoning. Only after we respond emotionally, does our intellect kick in. This is why when we smell a cologne/ perfume worn long ago by someone we loved or disliked, smelling it again quickly triggers the old emotion. Our sense of smell was our first sense to develop, and whether we know it or not, is a huge part of how we process the environment around us.
We also have physiological reactions to certain scents. For instance, lavender has been shown to relax us, while jasmine is known to stimulate. Peppermint has been shown to sustain one’s attention. Researchers continue to study how specific scents can help our immune system or balance circadian rhythms. One study in particular, showed that men lingered longer in a jewelry store with a vanilla fragrance in the air – which is why so many jewelry stores now smell like vanilla! But there are other scents to consider which can positively add to the shopping experience.
Signature scents are being developed for hotels, department stores, and casinos, positively affecting the bottom lines of these businesses. It’s known as “olfactory branding”. They have become so popular, some are selling their “scent” via perfume, candles, and drawer sachets so customers can bring it home with them.
Or course, if the wrong aroma is used and/or an aroma is too strong, the opposite will occur and customers will cut their shopping trip short or not venture too far into the store in the first place. Customers should barely be able to smell the scent, but if asked, they would say they are aware of a subtle aroma. Avoid highly chemical-based scents. These synthetic fragrances in high volume, can trigger asthma and migraine attacks in customers.
And be aware of odors. Unpleasant smells coming from hidden mold or mildew that you aren’t even aware of anymore, is a big problem in historic buildings or any building with a leaky roof. If your pet dog is part of the selling floor (which can be an adorable attraction), can become an odor source. Be sure you are cleaning the floors regularly to keep the “dog essences” to a minimum. What about staff warming up yesterday’s fish sandwich in the microwave in the breakroom right off the selling floor or next to an HVAC air intake? Always get rid of odors before you disperse an aroma. There are plenty of air-purification systems on the market to battle a variety of odor nuisances.
"Finding the right aroma and dispensing it at the right level can be a critical component to enhancing your brand and increasing your bottom line.
Okay, back to aromas. When determining what aroma is right for you, think about your target market, the product lines you are selling, and your brand.
The best aromas are diluted “real” perfume, essential oils, or food-based items such as cinnamon or orange peels. An easy form of dispensation is to place these oils or food elements in a small crock pot for 30 min or so in the morning and then turn it off. Repeat in the afternoon. Or, purchase an atomizer system that spritzes a natural-based aroma into the area via a programable time setting. Both of these measures add moisture to the air during the dryer months. The sticks in oil are a good way to slowly emit an aroma without the moisture, just make sure the sticks and oil are non-chemical based. Never use plug-in artificial scent air fresheners – ever.
For large jewelry stores (over 5000 sf), you could introduce a special scent for the bridal department, as long as the aromas dispensed by the two scent machines are not colliding.
If vanilla is still your “go-to” scent, try mixing it up during the year and introducing a pine scent during the holidays via evergreen oils. For a summer soiree, try a refreshing lemon/citrus, or lighter floral scents. Just remember, a little goes a long way.
So, start shopping with your nose. Smell other retail stores. What would your customers like to smell? How can you keep them in your store longer? How can you enhance the perceived value of your products? Finding the right aroma and dispensing it at the right level can be a critical component to enhancing your brand and increasing your bottom line.
