The effect of fragrance is primarily an emotional issue. However, there are hard facts to demonstrate how fragrancing a space can have a verifiable effect on behaviour.
There are numerous studies in Germany and abroad that show similar results
Increase in time spent browsing - approximately 12-18% longer
For many this is the crucial factor. Results from Germany show an increase of 2% - 6% depending on the industry.
Overseas, the results are already in the double-digit range.
Fragrance creates a pleasant environment and develops a positive feeling - the optimum condition to stimulate readiness to buy.
Studies indicate an increase of 14% in sales.
Results of a study by Prof. Dr. Anja Stöhr --
Examinations before and during a store fragrancing:
14.8% higher willingness to purchase
15.9% longer length of stay
18.8% higher willingness to communicate
6% increase in sales
Results of a study by Dr. A. Hirsch,
Smell and Taste Treatment Research Foundation, Chicago:
Two completely identical stores stocked the same "Nike" shoes. One store was fragranced, the other is not. 35 test subjects viewed the products in the two spaces for 30 seconds, without having been informed of a trial. In the subsequent survey, 84% of test subjects preferred to purchase shoes from the store that was fragranced. The shoes in the fragranced store were evaluated as more expensive by 10% of test subjects.
In the study of one large German department store, fragrancing led customers to improve their opinion of the following factors:
Cleanliness and freshness - 27% higher
The size of the product range - 19% larger
The friendliness of the staff - 39% higher
The competence of employees - 58% higher
Product value-for-money - 11% higher