Watch out for the scent of orange on your next shopping trip

According to this article by Tree Hugger, you should pay attention to the smells of the store and look out for an orange scent.

We all know that scents sell. Scent marketing is scene in flower shops and bakeries, but have you smelled a Holister store, or Body Shop, or Abercrombie and Fitch store. These stores have a unique smell that gets us consumers to purchase more.

Eric Spangenberg, Dean of the Washington State University College of Business and a pioneer in the field of scent marketing, has been working with colleagues at WSU and in Switzerland to discover the most effective scents for sales. With findings recently published in the Journal of Retailing, the researchers reveal that significant boosts in sales occurred when an uncomplicated scent was in the air, notably, a simple orange fragrance.

I can see this in my experience at The Body Shop, my favourite scent is Satsuma (a kind of orange fragrance).

The team created two scents – an uncomplicated orange aroma and a more complex orange, basil and green tea scent. Over the course of 18 weekdays, the researchers analyzed more than 400 shoppers in a St. Gallen home store as the air was scented with either one of the scents or no scent at all.

The researchers discovered that the groups on average spent 20 percent more money when they shopped when the simple scent wafted about, the complicated scent and lack of scent did not have the same effect. The team noted that the simple scent is more easily processed, allowing the customer’s thoughts to focus on shopping.

So the next time you visit a grocery store and you start to smell vanilla or orange or wildberry, think a little more closely about your upcoming purchases.

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