Psychology of Smell and Consumer Behavior
In this blog post, we talk about the concept of scent. Then we see how it plays a role in managing a business, especially in the field of floristry.
We dive deep into the connection of our sense of smell with the tendencies of human behavior. We learn the impacts that scent has on the decision making practices of clients. This includes how useful it is in converting window shoppers into actual buyers.
First, we go over the study of the psychology of smell and how it affects people’s actions and behavior. We also see its influence on their purchases and preferences among a variety of products.
Next, we look over a list of common scents and the common feelings and meanings linked to them. We talk about how retail and big corporate stores realized that and used it for their favor.
Finally, we look into the concept of scent marketing for business. We cover how business owners use the element of fragrance. After that, we see how they use flower scents in marketing and boost their sales rates.
Interested in a formal course on floristry? Want to get authorized as an expert on everything related to the field? We got you!
Look into these professional bodies and colleges in floristry. Some good examples are the American Institute of Floral Designers of the AIFD (www.aifd.org), the Society of American Florists (www.safnow.org), the American Floral Endowment (www.endowment.org). You can also look at similar organizations offering programs specializing in floristry.
Scent and Human Behavior
Studies have shown that smell is intricately tied to the brain’s section for memory. Plus, most people keep memories stretching back to their childhood and formative years.
Given that, scent can affect individuals’ behavior and their decision making processes. In fact, specific scents can trigger particular memories.
Therefore, scent has a tendency to steer them towards some choices more than others. This, of course, depends on what exact memory the scent brought up.
Because of their fragrant smell, flowers complement a place’s aesthetic and theme. This is particularly true for weddings, funerals, and romantic occasions.
Wedding organizers usually enlist the help of florists. For one, florists provide bouquets and boutonnieres to match the theme and motif. There is also care in selecting flowers that smell as lovely and sweet as the event it decorates.
Funeral homes usually receive flower ornaments for services. in hopes of exuding happier and comforting scents for the family in grief.
Romantic dates and anniversaries usually make use of the power of fragrance. Proposals specifically, use flowers to set the mood, leading up to the big question.
No matter the occasion, scent is without a doubt an important part of the entire aesthetic and theme. In fact, it usually sets the mood for the event.
Some Common Scents and Meanings
Different plants and flowers have a wide variety of meanings associated with them. Here is a list of some common flowers and meanings supplementing them.
Lavender is generally used to induce sleep. Doctors usually prescribe these to people who have trouble sleeping. Sometimes, people also take them to catch a quick snooze during the day.
Studies have shown that jasmine helps put people in a relaxed state. In turn, it helps them get to sleep more quickly.
Conversely, the smell of peppermint energizes people. Gym buffs and runners usually use this to make their workout routines more exciting.
In the same vein, vanilla links to food cravings. Smelling it before a good meal would likely make you hungrier. But, getting a whiff of it after a healthy meal would keep you from snatching that tempting candy bar.
Different scents impact people’s mood and decision making processes. A variety of scents do have different effects on different people. There are particular smells with generally accepted meanings.
The kinds of feelings brought by these flowers, of course, play a critical role in business.
Store owners and managers layout their stores depending on what fragrance they use. They select scents that help get target customers into the shop and buy their goods.
As we know, scents trigger particular memories in people. Yes, they may not instantly remember what took place. But they are bound to feel precisely what they felt when they first smelled it.
Of course, if the scent makes them remember happy times in their life, they are more likely to buy. In fact, studies back this point. Good fragrant choices make clients 300% more likely to get an item or two.
Used in the right way, scent marketing can grow your conversion rates. You can convert window shoppers to actual customers anywhere from 80% to 300%, like one store’s report.
So how do we use it in floral arrangements and flower shops? It’s simple. Organize a meeting with your core team, and lay out your goals and goals for your business. Speak with a marketing specialist (better if you already have one) if possible.
From there, you select a scent to fit your store. This includes your shop’s aesthetic and your target audience.
Most business owners invest in scent diffusers. Yes, even the big established ones.
Why? Because they spread the selected scent in every corner of the shop. This is, of course, another marketing tactic. If they’re lucky, clients will buy their services and products.
After that, it falls to you to monitor the rates of walk-in clients against the actual orders made.
You will likely observe some clients lingering in certain areas of your store. You might also notice certain flowers getting more attention because of the scent.
Your job then is to note these instances and make adjustments as you move forward. Then, continue to record and make changes until you reach your ideal.
Photo by Darren Nunis