When asked about the key features of any popular retail brand, you might list the colour of its logo, its in-store experience, or the quality of its window displays. If we were to ask you about Starbucks, Greggs or McDonald’s, would you also describe the smell of the retail space?
Shopper behaviour can be influenced within a physical retail environment with the combination of all visual, tactile and intangible elements. One sense that is used effectively to increase sales within certain retail outlets is that of smell, but how does scent marketing work?
Here’s the science bit
The sense of smell differs from our other senses. Smell is the first sense we use, and it is thought that this is why smell affects the part of the brain responsible for our emotions and memories. Smells can trigger memories more than taste, sight or touch.
Scientists have found that …