How fragrances improve the shopping experience and increase sales

Shopping centers are places where shopping experiences are a reality – they offer far more than just products; they sell moods, emotions, and a unique shopping experience. In addition to visual design and music, another crucial factor has emerged: professional room fragrance. Scents influence the subconscious and can positively influence shopping behavior.

Whether it's organic food stores, bakeries, grocery stores, candy stores, non-food areas, or drugstores – every area of ​​a shopping center can strengthen its brand identity, increase customer dwell time, and boost sales through the targeted use of scents.

Why scent marketing is so effective in shopping centers

Scientific studies show that scents have a direct influence on our subconscious and can control unconscious emotions and behaviors. A targeted scent can enhance positive moods, reduce stress, and even subconsciously evoke memories of pleasant experiences.

A study by the Journal of Consumer Research shows that customers stay longer in pleasantly scented environments and perceive products as higher quality. Another research project from the USA found that the willingness to buy in stores can be significantly increased with targeted scent marketing, as customers feel more comfortable there and subconsciously develop a more positive attitude toward the products.

Especially in shopping centers with high footfall, professional scent marketing can be used specifically to create an inviting atmosphere that appeals to customers emotionally and encourages them to spend more time browsing the product range.

Targeted Use of Scents in Different Store Types

1. Organic Stores – Emphasize Freshness and Connectivity to Nature

Organic stores stand for sustainability, freshness, and naturalness. A subtle scent that evokes associations with nature and fresh food enhances customers' sense of well-being.

Recommended scents:

• Citrus fruits (lime, bergamot, orange): Invigorating and conveying freshness.

• Green herbs (rosemary, basil, mint): Emphasize the naturalness of the products.

• Wood notes (cedarwood, sandalwood): Reinforce the organic brand identity.

2. Bakeries – The scent of freshness and enjoyment

The smell of fresh bread or pastries has been proven to stimulate the appetite and evoke a nostalgic, cozy atmosphere. In many shopping centers, the scent of baked goods is even artificially enhanced to increase customer traffic.

Recommended scents:

• "Hot Bread" (the scent of freshly baked bread): Stimulates the desire for warm baked goods.

• Vanilla & Cinnamon: Create a feeling of comfort and entice customers to buy sweet baked goods.

• Butter & Caramel Notes: Support the desire for indulgent moments.

3. General Food Areas – Emphasize Freshness and Quality

Grocery stores benefit from targeted scent management to highlight specific product categories and emphasize product freshness.

Recommended scents:

• Citrus scents (grapefruit, orange, lime): Convey a feeling of freshness and cleanliness, perfect for the produce section.

• Fresh herbs (basil, thyme, rosemary): Underline the high quality of delicatessen products.

• Coffee & Chocolate: Can be used specifically in the delicatessen section to create a feel-good atmosphere.

4. Non-Food Areas – Pleasant atmosphere for longer dwell times

In department stores, fashion stores, or furniture stores, scent plays a crucial role in brand perception. While the food sector uses scents that directly affect appetite, the non-food sector is all about creating an inviting, stylish environment.

Recommended scents:

• Leather & wood notes: Convey exclusivity in fashion and furniture stores.

• Cotton & fresh notes: Perfect for textile stores to emphasize cleanliness and softness.

• Floral scents (jasmine, rose, violet): Create a luxurious, elegant atmosphere in perfumeries or design stores.

5. Candy Stores – Activate Childhood Memories

Candy stores benefit particularly strongly from scent marketing, as sweet scents evoke childhood memories and strongly influence purchasing behavior.

Recommended scents:

• Lollipop: Triggers nostalgic feelings.

• Chocolate & caramel: Stimulates the appetite and increases the desire for sweets.

• Strawberry & vanilla scents: Complement the overall sweet ambiance.

6. Drugstores – Conveying Cleanliness and Freshness

In drugstores, fragrances are ideal for creating a sense of hygiene, care, and well-being.

Recommended fragrances:

• Powdery notes (cotton, talc): Convey purity and softness.

• Fresh notes (mint, aloe vera, eucalyptus): Create a sense of cleanliness and lightness.

• Light floral scents (magnolia, rose, violet): Enhance the care experience of cosmetic products.

Conclusion: Scent Marketing as a Successful Strategy for Shopping Centers

Professional room scenting in shopping centers is much more than just a pleasant addition – it increases dwell time, positively influences purchasing behavior, and creates a distinctive brand identity.

Through the targeted use of scents, different types of stores can be optimally showcased. While food areas benefit from appetizing aromas, non-food areas rely on stylish, subtle fragrance compositions.

With a well-considered scent strategy, a shopping trip becomes an experience that appeals to customers emotionally – and keeps them returning to the mall again and again.