Discover the influence of scent on shopping behavior

We rarely think about it, but scent is all around us – and often we only notice it when it's absent, or when it suddenly becomes very prominent. Yet, scent is one of the most powerful sensory stimuli we have. It works quickly, directly, and deeply – without us consciously thinking about it.

When we enter a store, we usually pay attention to what we see: the decor, colors, products. Perhaps even what we hear: music, voices, or the sound of footsteps on the floor. But what we smell usually happens in the background – unconsciously, but with great influence.

And that's precisely what makes scent so interesting for stores. Scientific research shows that scent not only influences our mood but also our decisions. We stay longer, feel more comfortable, and are more often willing to buy something. But how do we know that for sure?

In this blog, we look at several leading studies that have demonstrated this influence – and explain how those studies were conducted. This clarifies why scent marketing is not a 'trick', but a serious tool for those who want to create an experience on the shop floor.

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What research says about scent and shopping behavior

🧪 1. Spangenberg et al. (1996): More purchases due to scent

How: Floral scent was diffused in a store.
Result: Customers stayed longer and made more purchases.

🧠 2. Herz & Engen (1996): Scent, memory, and emotion

How: Analysis of scent and brain activity.
Result: Scent activates emotions and memories faster than sight or sound.

🛍️ 3. Chebat & Michon (2003): Increased spending in scented shopping malls

How: Alternating with and without scent in a shopping mall.
Result: More positive emotions and higher spending with scent.

🧴 4. Schifferstein & Blok (2002): Scent enhances brand experience

How: Consumers rated products with and without scent.
Result: Scent improved brand recognition and experience.

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Practical examples for the shop floor

👗 In the fashion sector:

• A subtle white musk scent or light floral scent in a women's fashion store evokes associations with freshness and elegance.

• In a denim store, a woody or spicy scent can create a tough and warm feeling that matches the rugged image of denim.

• Scent helps customers not only recognize the brand but also feel it – it becomes part of the overall experience.

☕ In hospitality:

• In a coffee bar or lunchroom, scents like coffee beans, freshly baked bread, or vanilla enhance the feeling of comfort and homeliness.

• Scent can even be used to stimulate appetite and subtly influence guests' choices.

• In chic restaurants, citrus or spicy scents are calming and create a fresh, sophisticated atmosphere.

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What can you do with this?

Scent is not a detail; it's a strategic element in customer experience. Whether you run a clothing store, hospitality business, hair salon, or showroom: the right scent creates recognition, emotion, and a pleasant atmosphere.

🔹 Consider these questions:

• What do I want customers to feel when they enter my store or business?

• Which scent fits that?

• Can I use scent to strengthen my brand?

At GeurFris, we help entrepreneurs with scent experiences that suit their industry, brand, and target group – with safe, natural scents and diffusers that are easy to use.

👉 Would you like free advice or a sample? Please contact us. Together, we will create a retail experience that truly lingers.

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Sources:

• Spangenberg, E. R., et al. (1996). Journal of Marketing

• Herz, R. S. & Engen, T. (1996). Psychonomic Bulletin & Review

• Chebat, J. C., & Michon, R. (2003). Journal of Business Research

• Schifferstein, H. N. J. & Blok, S. T. (2002). Chemical Senses