The powerful link between the human sense of smell and consumer behaviour can now be harnessed to create an environment in which customers spend more time.
New technology, launched in Australia by Air Aroma International this year, diffuses a micro-mist of 100 per cent pure essential and aroma oils to create a noticeable scent that stimulates an emotional response.
Air Aroma International chief executive John van Roemburg says that researchers and marketers have understood the emotional impact of scents for many years.
Trials carried out in the US over the past 20 years prove that quality scents prompt customers to remain in scented areas for longer and validate intentions to browse, make purchases or revisit the area.
“However, all research shows that the quality of the scent is essential, and now Air Aroma is delivering that quality at a price that is affordable for shop space of any size,” says John.
Air Aroma has exported its Australian made diffusion technology to retail, entertainment and service industries in over 20 countries for more than five years. Its Melbourne laboratory has developed custom blends and signature scents for some of the world’s leading service industry brands.
Air Aroma’s customers include adventure apparel store North Face and exclusive watchmaker, Franck Muller along with Nissan, Mitsubishi, Toyota and Lexus showrooms.
Scents are highly effective in environments where other sensory triggers, such as the use of lighting, sound and luxurious surroundings combine to create a mood. Where pure essential oils are used, the system delivers additional benefits of cleansing the air, removing pollutants and fighting air-borne bacteria.
The most compelling research into the benefits of scents was carried out in a Las Vegas Casino in 1995. This trial saw gambling revenue increase by 48 per cent with the introduction of a pleasant scent at a noticeable level, with no deterioration of gambling revenue in unscented areas of the venue.
In retail trials the use of scenting has proved to cause shoppers to browse for longer and return to jewellery counters more often, increase bakery sales in a supermarket, and prompt a preference to buy a particular running shoe from one area rather than from an identical, unscented area.
“The research points out that scents do not affect judgement or contribute to obsessive behaviour,” John says.
For further information contact Air Aroma on (03) 9584 2900.