- Open up denseness. Researchers at Vrije Universiteit Brussel and University of Leuven explored the effects on shoppers of adding in-store vegetation. The strongest difference was in areas that were somewhat crowded with merchandise, had high traffic, or were visually busy. Here, the plants reduced stress for the shoppers. The sense of pleasure reported by the shoppers was more calmness than excitement.
- Introduce fragrances. Rather than candles or aerosol sprays, employ flowers and other plants to generate scents. Keep the smells faint and familiar, though. A classic finding in consumer behavior research is that odors influence buying behavior. When a smell hits our brain, it starts out its processing in the limbic system, which is one of the most primitive parts of the brain. We—and the people who shop with us—make decisions instantly and subconsciously based on smells. But that classic finding from laboratory studies has, over the years, not worked out as well as we’d hope when applied in operating retail stores. Why? Researchers at Washington State University and Switzerland’s University of St. Gallen found an answer in the degree of complexity of the fragrance: A simple scent increased shopper spending in a retail store, while a hard-to-decode scent did not.
For your profitability: Sell Well: What Really Moves Your Shoppers
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Smell Familiar for Purchasing Enhancement
Excite Consumers with Nature
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