Scent has psychographic and subjective Impacts on Customers. A study conducted by University of Paderborn in Germany revealed the following positive results of implementing Corporate Scents:
- In general, the point of purchase was perceived to be more enjoyable (+ 21%)
- Presentations of goods were reported to be about + 55 % more stimulating than before
- Perceptions with respect to different price-performance ratios were regarded as being + 11% more favorable than before
- Customer satisfaction increased by + 7%
- Courtesy and empathy of sales staff was perceived to have improved by + 39 %
- Customers willingness to pay could be raised by + 84 %
- Retention periods at the point of sale could be raised by+ 54 %
Effects of Scenting at Points of Sale
- Increase of convention rates
- Increase of retention periods
- Increase of individual willingness to communicate
Effects of Scenting for Products
- Stimulating the drive to explore
- Increasing product attention rates
- Affecting unpremeditated buying behaviour
Effects of Corporate Scent
- Recognition
- Emotional attachment
- Brand communication
Effects of Event Scenting
- Creation of emotions
- Increase of memo values
- Creation of positive associations
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