Psychology of Smell and Consumer Behavior
In this article, we cover the concept of scent. Then we see how it plays a role in handling a business, specifically in the field of floristry.
We dive deep into the relationship of our sense of smell with the tendencies of human behavior. We explore the influences that scent has on the decision making practices of clients. This includes how efficient 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 influence on their purchases and picks among a variety of goods.
Next, we look into a list of common scents and the typical feelings and meanings related to them. We go over how retail and big corporate stores recognized that and used it for their favor.
Finally, we delve into the concept of scent marketing for business. We talk about how business owners use the element of fragrance. After that, we see how they use flower scents in marketing and raise their sales rates.
Interested in a formal course on floristry? Want to get qualified as an expert on everything related to the field? We got you!
Look at these professional bodies and colleges in floristry. Some terrific examples are the American Institute of Floral Designers of the AIFD (www.aifd.org), the Society of American Florists (www.safnow.org), the American Floral Endowment (www.endowment.org). You can also look at similar organizations offering tracks specializing in floristry.
Scent and Human Behavior
Studies have shown that smell is intricately linked to the brain’s portion for memory. Plus, many people keep memories extending back to their childhood and formative years.
Given that, scent can influence individuals’ behavior and their decision making processes. As a matter of fact, 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.
Because of their fragrant smell, flowers complement a place’s aesthetic and theme. This is especially true for weddings, funerals, and romantic occasions.
Wedding organizers usually enlist the help of florists. For one, florists provide bouquets and boutonnieres to match the theme and motif. There is also care in choosing flowers that smell as sweet and lovely 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. It usually sets the mood for the event.
Some Common Scents and Meanings
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 a good meal would likely make you hungrier. But, getting a whiff of it after a healthy meal would keep you from snatching that tempting candy bar.
Different scents influence people’s mood and decision making processes. A variety of scents do have different effects on different people. There are particular smells with widely accepted meanings.
The types of feelings given by these flowers, of course, play a crucial role in business.
Store owners and managers layout their stores depending on what fragrance they use. They select scents that help get target clients into the store and buy their goods.
As we know, scents trigger specific 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 recall happy times in their life, they are more likely to buy. In fact, studies back this point. Good fragrant choices make clients 300% more likely to buy an item or two.
Used in the proper way, scent marketing can grow your conversion rates. You can convert window shoppers to actual buyers anywhere from 80% to 300%, like one retail store’s report.
So how do we use it in flower arrangements and flower stores? It’s simple. Organize a meeting with your core team, and outline your goals and objectives for your business. If possible, speak with a marketing specialist (better if you already have one).
From there, you pick a scent to suit your store. This includes your store’s aesthetic and your target market.
Most business owners invest in scent diffusers. Yes, even the major established ones.
Why? Because they spread out the preferred scent in every corner of the store. This is, of course, another marketing tactic. If they’re lucky, customers will buy their services and products.
After that, it’s up to you to track the rates of walk-in customers against the actual purchases made.
You will likely see some clients lingering in particular portions of your store. You might also spot certain flowers getting more attention due to the scent.
Your job from then on is to record these instances and make changes as you proceed. Then, continue to monitor and make adjustments until you get to your ideal.
Photo by Riccardo Bernucci