Psychology of Smell and Consumer Behavior
In this blog, we cover the concept of scent. Then we see how it plays a role in managing a business, especially in the industry of floristry.
We dive deep into the connection of our sense of smell with the tendencies of human behavior. We learn about the influences that scent has on the decision making practices of customers. This includes how helpful it is in turning window shoppers into actual customers.
First, we look into the study of the psychology of smell and how it impacts people’s actions and behavior. We also see its impact on their purchases and choices among a wide range of goods.
Next, we look over a list of common scents and the common feelings and meanings associated with them. Then, we talk about how retail and big corporate shops acknowledged that and used it for their favor.
We delve into the concept of scent marketing for business. We discuss how business owners use the element of fragrance. Later, we see how they use flower scents in marketing and raise their sales rates.
Scent and Human Behavior
From Today’s Health
Studies have proven that smell is intricately linked to the brain’s portion for memory. Plus, many people keep memories stretching back to their childhood and formative years.
Given that, scent can affect individuals’ behavior and their decision making processes. Specific scents can trigger specific memories.
Because of that, scent has a tendency to steer them towards some choices more than others. This, of course, depends on what exact memory the scent brought up.
Flowers complement a place’s aesthetic and theme because of their fragrant smell. This is especially true for weddings, funerals, and romantic occasions.
Wedding organizers usually enlist the help of florists. For one, florists provide boutonnieres and bouquets to match the theme and motif. There is also care in selecting flowers that smell as lovely and sweet as the event it decorates.
Funeral homes usually receive flower ornaments for services. in hopes of exuding happier and comforting scents for the family in grief.
Romantic dates and anniversaries usually make use of the power of fragrance. Proposals particularly, use flowers to set the mood, leading up to the big question.
No matter the occasion, scent is without a doubt an important part of the entire aesthetic and theme. In fact, it usually sets the mood for the event.
Some Common Scents and Meanings
From Google Images
From Garden of Eady
Different plants and flowers have a wide variety of meanings associated with them. Here is a list of some common flowers and meanings supplementing them.
Lavender is generally used to induce sleep. Doctors usually prescribe these to people who have trouble sleeping. Sometimes, people also take them to catch a quick snooze during the day.
Studies have shown that jasmine helps put people in a relaxed state. In turn, it helps them get to sleep more quickly.
Conversely, the smell of peppermint energizes people. Gym buffs and runners usually use this to make their workout routines more exciting.
In the same vein, vanilla links to food cravings. Smelling it before sitting down at the dining table to enjoy a good meal would likely make you hungrier. Getting a whiff of it after a healthy meal would keep you from snatching that tempting candy bar.
From Now Toronto
Different scents affect people’s mood and decision making processes. A variety of scents do have different effects on different people. There are particular smells with largely accepted meanings.
The sorts of feelings brought by these flowers, of course, play a critical role in business.
Store owners and managers layout their stores depending on what fragrance they use. They pick scents that help get target clients into the shop and buy their products.
As we know, scents trigger particular memories in people. Yes, they may not immediately remember what occurred. But they are bound to feel just what they felt when they first smelled it.
Of course, if the scent makes them remember happy times in their life, they are more likely to buy. In fact, studies verify this point. Excellent fragrant choices make clients 300% more likely to order an item or two.
Used in the proper way, scent marketing can boost your conversion rates. You can turn window shoppers to actual buyers anywhere from 80% to 300%, like one store’s report.
So how do we use it in floral arrangements and flower shops? It’s simple. Schedule a meeting with your core team, and map out your goals and objectives for your business. Talk with a marketing specialist (better if you already have one) if possible.
From there, you choose a scent to go with your store. This includes your shop’s aesthetic and your target audience.
Most business owners get scent diffusers. Yes, even the large established ones.
Why? Because they spread out the selected scent in every corner of the shop. This is, of course, another marketing tactic. Customers will buy their services and products if they’re lucky.
After that, it falls to you to keep an eye on the rates of walk-in clients against the actual orders made.
You will likely notice some customers lingering in particular portions of your store. You might also see certain flowers getting more attention because of the scent.
Your job from then on is to note these instances and make changes as you continue. Then, continue to record and make adjustments until you get to your ideal.