How to increase sales with fragrances. How to attract the customer to the counter by smell. What scent promotes purchase. How to increase turnover with odors.
How to direct the buyer to the cash register.
Scents to increase sales. Attracting customers by smell
Today, the market for goods and services is oversaturated. Ordinary customers have a great choice for shopping and receiving service. But for unknown reasons, they go not where it seems to be closer and cheaper, but where it is pleasant to be.
For example, in "two steps" from where I live, in the basement of the house opened a grocery store. I was happy - I didn't need to go far for necessary products. But soon, my joy ran out. From the store comes a constant disgusting smell of spoiled meat! And how do the residents of this house tolerate? I don't understand...
Why do aromas have the power to control human emotions?
It is known that odors affect the processes of brain activity. All the information we receive is processed by the right hemisphere, except for the sense of smell. Olfaction is processed by the left hemisphere, and as we know it is responsible for the emotional state of a person. Emotions are the strongest and perhaps the only stimulus for our actions. Perhaps this is where the magic of fragrances lies!?
Aromatization of commercial premises to attract customers.
More and more often you can hear a new term: "aromamarketing". This is sales that use various aromas to attract customers in order to increase turnover.
Aromarketing Objectives:
- To increase the mood of customers and attract his attention;
- to make the client feel comfortable and cozy in your institution;
- to create a positive image and corporate identity.
Very similar to customer care! Is it so? Let's find out.
It's no secret that many shopping centers have long and successfully used synthetic fragrances, for example, the aroma of coffee or fresh baked goods. As you realize, there is no such essential oil - fresh baked goods. Cheaper, as opposed to natural 100% fragrances, "identical to natural fragrances" - fragrances are not expensive. After all, if you aromatize the trading room, an area of 200-400 square meters with a ceiling height of 8-10 meters, no income will not be enough for natural essential oil. So they use perfumes - a product of oil distillation.
Are synthetic fragrances useful?
No matter what the sellers of synthetic fragrances tell you, you should know that the aromas produced artificially are not useful for humans. And, of course, they are not useful and sometimes harmful to health. They can cause allergies and can accumulate in the body. How long can you stay in a room where household chemicals are sold? Impulsively, you want to make a quick purchase and walk away from the department. This comes from the fact that synthetic fragrances in a small store room are highly oversaturated. Salespeople working in or near these departments are taking a huge risk with their health. Even in expensive perfume departments, salespeople often suffer from individual fragrance intolerance. Perfume retailers usually suffer from staff turnover.
Spraying synthetic fragrances in small, enclosed spaces can have a very negative impact on the health of both customers and salespeople. Spraying fragrances is only appropriate in large supermarkets with ventilation and high ceilings.
Natural live essential oils
Why do they work better at attracting customers than fragrances?
Because they are alive, provided they are not synthetic, but are naturally plant-based. Essential oils have energy. Each individual essential oil has a certain wavelength - a vibration. That vibration is like music. And if a plant had a voice, we would hear amazing music.
Our subconscious mind hears these vibrations and it is only natural that we are drawn to the place where they can be heard better.
Unfortunately, natural essential oils are not cheap. Not everyone can afford to use it. And that is probably their only drawback!
Essential oils are rationally used in small closed rooms in small quantities. It is very appropriate to put an aroma lamp directly on the counter.
If you work with each client individually, you can use essential oil as an individual perfume.
If you have your own office, you can use aroma sachets, an aroma lamp or simply wipe the desk from time to time with a cloth soaked in a solution of water and essential 1-2 drops of oil, or spray water with essential oil through a sprayer.
Essential oils that improve sales and attract customers
Orange is the scent of serenity and joy. Can be placed near the cash register. Customers will be happy to get rid of their savings.
Basil helps in business and increases sales. Sellers scent their counters with Basil aroma to attract paying customers.
Bergamot - is able to extinguish the aggressive mood of the whole crowd. It helps to be heard and understood. It facilitates mutual understanding, helps to sign the most difficult contracts. Aromacoulon with Bergamot essential oil on your chest - a sure way to set yourself up for business. By the way, it will get rid of your runny nose very quickly and you will be able to feel confident at negotiations.
Vanilla attracts the right people for business. Creates a pleasant atmosphere, increases sales. It is actively used in aroma marketing.
Vetiveria is one of the strongest aromas that helps to cope with a difficult situation in business. Allows you to see the source, the reason for what is happening, thereby gaining a firm footing. Helps to pay off debts. Possesses a monetary energy that surpasses the energy of patchouli and basil. Can be scented in offices and retail outlets. Combines very well with jasmine and vanilla.
Clove creates a basis for correct and sober decisions. It helps the buyer to decide on the choice of purchase.
Geranium is a euphoric aroma. Facilitates understanding between people. Attracts wealthy clients. Best not used in the office. takes away from reality and is not conducive to workflow. Helps in face-to-face negotiations to get the client on your side.
Grapefruit allows you to get things done and achieve what you want. Restores energy, promotes production. Men can use grapefruit flavor without question. Women in business - appear younger and more determined.
Jasmine is the fragrance of spiritual and material wealth. If you use Jasmine in your daily perfumery, meeting you will be remembered by people. It helps to attract a wealthy clientele. Use only in microscopic doses, otherwise, you will get a backlash.
Ylang-ylang can attract good luck in business and wealth. Ladies who use ylang-ylang in their perfume can easily manipulate male business partners.
Ginger has a powerful attraction of monetary energy. You can put it near the cash register. Customers will be happy to get rid of their savings.
Cardamom raises the mood of the buyer, makes him energetic and determined. Allows you to find a common language with people and tunes to a single wave of understanding and agreement. Therefore, it can be recommended to those who are engaged in direct hard sales.
Cassia affects the dynamics of customer movement, contributes to the work process. The oil is best used in the cold season.
Cypress brings success in career, helps in business. Promotes positive resolution of issues in negotiations, especially with real estate.
Coriander is the aroma of borodino bread. It is the smell of pleasure and reliability. Creates a warm and friendly environment.
Cinnamon is the aroma of success. Increases efficiency, facilitates understanding with people. It is recommended in places where customers do not often set foot.
Lavender helps to bring prosperity. It helps to make the right decision, the result of which may manifest itself after some time.
Lime quenches aggression and ill-will. Helps to adapt to difficult circumstances. Helps to part with money stingy people. Promotes communication and mutual understanding.
Lemongrass. It is believed that this fragrance reveals secret thoughts, protects from theft, takes away trouble from business.
Lemon adapts to a new environment. Relaxes the customer, creates a pleasant and comfortable environment. Helps to make a decision, increases sales.
Mandarin is an ancient Chinese money symbol. Helps to start a new business. Attracts helpers to your business. Will increase sales in your sales room.
Melissa creates a pleasant atmosphere of peace and restraint. Apply in areas of conflict, buyers and sellers, such as a pharmacy or atelier.
Myrrh promotes business endeavors. Creates indoor and personal comfort, Increases sales.
Myrtle is one of the oldest proven money remedies. This plant has always grown near wealthy homes. It is the scent of common sense. Helps the manager to make a sober decision, the result of which will please everyone involved in the project.
Juniper. Helps in career. Promotes successful negotiations. Very harmonious and pleasant to the sense of smell and unobtrusive aroma. Can be used in places where there are capricious visitors.
Nutmeg helps to decide on a decision, attracts money. Protects from the envy of competitors. Strong male scent - the scent of the boss! You can safely put an aroma-lamp in the office of the head - a man.
Sage nutmeg aroma is stupefying, euphoric. It is better not to use in the office, can take away from the reality of workers, but will help to enthuse the client idea. It will restore after an emotional working day.
Peppermint helps attract wealthy clients to you. A strong, cool scent from childhood. Will help attract the customer and increase turnover. Careful with dosage.
Neroli is the scent of wealth. It was used only by noble and wealthy nobles. It is a plume of luxury, not just the smell of despicable metal. If you want to get more in life than an ordinary and simple person needs, then the magic of Neroli will attract to you the desired.
Patchouli. It is known to be a strong magnet for monetary energy. It can be used both in the workroom and in the reception area of the office. The fragrance creates a pleasant creative atmosphere, promotes the emergence of new ideas, projects.
Petitgrain. Promotes the movement of customers through the sales area. It is a smell for a leader. It is appropriate in the office, car, executive office.
Parsley. Oil for restaurants. Able to awaken appetite and mask unpleasant aromas.
Rose is a symbol of transformation. Rose has the highest frequency vibration, it is like a locomotive leading a train of cars loaded with iron ore. Rose helps to bring the business to a new level, change the job to a more profitable, open a new direction. Rose helps self-improvement, renewal. Rose drives away people with evil intentions. A strong, effective oil will keep you in good spirits and make you feel more confident. A man next to a woman who uses rose fragrance is satisfied and calm.
Rosemary. Strong, energizing aroma promotes production. Excites, gives a burst of energy. Recommended to use for fatigue, but not before bedtime.
Recommended to spray in the office, especially in accounting..... there will be fewer mistakes! Raises sales to a high level. Rosemary is the oil of high stats and finalizing plans!
Rosewood helps you make the right decision. Rosewood sprayed in a crowded place will improve the atmosphere, make it calm and productive.
Chamomile is similar in energy to money energy. Eliminates fears and anxieties. Creates a pleasant atmosphere and protects the team from disease during an epidemic (especially Roman chamomile).
Sandalwood protects from rash actions, protects from evil intentions. Oil for the threshold of the house and business. Attracts new investors, assistants. Helps to make the right decision. An expensive fragrance that not everyone can afford - only the most fortunate..... But if you start using it, your luck will stay with you. Well - money to money!
Pine attracts material wealth. The aroma of pine helps to make important fateful decisions, remove doubts. Pine oil should be used in an aroma-lamp in the office of management and at business meetings of partners... in the bath. Perhaps in combination with juniper or myrtle.
Thuja inspires to exploits. Use at a time of difficult decisions.
Fennel should be kept on the desk, especially in the accounting department, to help relax tired eyes from working on the computer.
Citronella smoothes the atmosphere, improves emotional mood. Helps you feel cozy and comfortable.
Eucalyptus will help to get used to a new office, a new place. Promotes intellectual work, helps to recover from a sleepless night. Increases sales. Facilitates understanding.
Aromarketing in scientific research
As scientists have found out, fragrances:
- Increase sales by 10-15% and even 20%;
- stimulate repeat visits to the store by 15-20%;
- make the customer more loyal to the brand by 20-25%;
- increase the efficiency of salespeople by 50%;
- increase demand for goods by 10-25%;
- increase the spontaneity of purchases by 6%
If you're observant and pay attention to the thoughtful hostesses slowly but purposefully making their way around the counters, you'll find that they're constantly bringing food packaging to their noses. A pleasant smell is sometimes the determining criterion for a purchase! If you ask her why she bought this curd and not the other, she probably won't be able to give a definite answer. But you, as an observer, can understand that she was attracted by the fresh flavor of the product.
Smell is responsible for emotional mood, just like music or a beautiful painting. Anything aesthetically pleasing puts a person in a positive mood.
Alan Hirsch, an American psychiatrist and neurologist from Chicago, conducted an experiment. He treated with a special flavor of cloth on the tables for roulette. And the casino revenue increased by 30%!
One very famous sports shoe company conducted an experiment. In one salesroom they sprayed the aroma of freshly cut grass and the aroma of Coca-Cola, and in another they left everything as it was. In the scented hall, sales of sports shoes increased by 80%!
Effects of fragrances
There are three criteria for fragrance exposure.
1- Characteristics of the fragrance
Each fragrance individually has its own characteristics. Some have a very strong energetic aroma. For example, eucalyptus, peppermint. Others have a prickling aroma, such as clove. Vanilla, cinnamon, fennel, etc. essential oils have flavorful aromas.
The aromas of jasmine, peppermint and clove have an energizing effect on humans.
The aroma of rose, geranium, sage contributes to relaxation, reducing personal manifestations. Having fallen under the stupefaction of these aromas, the buyer becomes more obedient and docile, which is used by the seller.
2. Effect of fragrances by gender
Floral fragrances such as ylang-ylang, rose, vanilla, jasmine, neroli, has a stronger effect on women. Men are better affected by tart odors such as nutmeg, clary sage, cardamom.
3. fragrances and age
When a person is young, he perceives all the colors of life brighter. With age, these abilities are lost. By the age of 65, receptivity is reduced by 50%, and by the age of 80 it disappears altogether. Specialists know that it makes sense to aromatize the retail space only for a young public. It is she who will bring profit to the store. Although, what money young people have? According to statistics, solvency is fully manifested in people after 40-50 years. Maybe we should focus on them?
For each product - a different flavor
If you are going to apply fragrances in your business, you should consider what he can associate your products with.
For example:
- in a small bread shop, it would be appropriate to spray coriander essential oil, which is reminiscent of the flavor of Borodino bread;
- in a confectionery or coffee shop - the aroma of vanilla, coffee, cinnamon or cassia;
- lemon, petitgrain and lavender aroma can be used to increase the dynamics of movement on the sales floor;
- in the wine department - Peruvian balsam, jasmine melissa lemon, mandarin and sandalwood;
- watermelon, melon, cucumber, coffee, bread (fragrances) are considered to be the most common fragrances for spraying in the sales areas of the general merchandise assortment;
- vanilla and lemon odor works best in building assortment stores;
- in retail outlets of household goods it is ideal to use the aroma of coffee, vanilla and tangerine.
Influence of aromas
What fragrances affect:
- Increased turnover;
- customer time on the sales floor;
- the mood of the customer;
- the direction of the buyer's movement through the sales area;
- impulse to buy;
- independent decision making;
- improvement of appetite.
Appetite stimulation ; in restaurants and cafes
It is possible to aromatize not only sales rooms, but also the entrance to a cafe, restaurant, bar. Coffee, milk chocolate, fruit, berry and spice aromas are suitable.
For chocolate shops and ice cream parlors, vanilla, cinnamon, chocolate, raspberry, banana, blackberry, strawberry and strawberry flavors are excellent aromas to attract customers.
If it is a fish restaurant, the aroma of essential oils of parsley, lime, lemon will be appropriate.
Masking bad odors
What to do if you need to remove the unpleasant odor of burnt meat, escaped coffee or tobacco smoke. If a pleasant odor that excites the appetite can make a positive impression on the visitor, then an unpleasant aroma can forever repel the client from your institution. And if you cook spoiled meat, believe me, no amount of disguise will help you. Subconsciously, people will realize that this place is not clean! Therefore, cook with fresh products, wash the premises and do not allow anyone to smoke in your institution and never. Tobacco smoke can kill all your efforts. A place that smells of fresh dill, parsley, coriander, ginger and mint will not be forgotten by your customers.
The smell in a fish store or restaurant can be neutralized with the aroma of lemon, orange, tangerine and lime.
Health care facilities
Visitors to the clinic are usually people experiencing physical discomfort. Your task is to relieve their tension and ease their condition. Lavender, chamomile, nutmeg and sage, lemon balm will be appropriate here.
For pharmacy outlets, grapefruit, lemon, apple (fragrance), freshly cut grass (fragrance), berry aromas and of course peppermint essential oil will be suitable.
For dental clinics: orange, grapefruit, tangerine, rosewood.
Travel agencies
If you sell trips to Eastern countries, then oriental (oriental) spicy aromas will be appropriate. These are vanilla, sandalwood, frankincense, Capayan and Peruvian balsam, myrrh, galbanum, guaiac wood.
To send a client to Europe you will be helped by aromas of coffee, freshly baked bread and French perfume.
To India and Goa will help you to send fragrances: sandalwood, frankincense, ginger.
In a romantic sea cruise - synthetic compositions of the sea, and essential oils - aphrodisiacs: ylang-ylang, patchouli and bergamot.
Bookstores
Found out that chocolate, sandalwood, and tangerine scents affect book sales.
Car dealerships
According to statistics, car dealerships are more often visited by men. And, as a rule, these are men with wealth. Therefore, it is necessary to use male fragrances, but do not resort to exotics. The aroma of lime, bergamot, grapefruit will do. You can use the aroma of fresh coffee or coffee with milk and cinnamon.
Men do not often confess that they like sweets. You can use scents of leather or wood (such scents also exist in the synthetic industry). Not superfluous will be the aromas of apples, berries, green tea, oranges. The aroma of sandalwood in the car interior will be perceived by the buyer as very comfortable and reliable.
Sports clubs
It seems that nothing can cope with the odors of "body effort"! Such places should be equipped with active ventilation. Regular damp cleaning with detergents should be carried out.
For sports and gyms it is good to use: peppermint, eucalyptus, patchouli, fir, pine and juniper.
Jewelry stores
Owners will have to splurge (although it is worth it) on expensive essential oils: neroli, jasmine, vetiver, mimosa, vanilla and of course rose oil.
These are the constituent aromas of the most expensive perfume. A woman in this atmosphere can feel worthy of the most expensive jewelry. And if she wants something, a man is not able to refuse her.
Beauty salons
These rooms are saturated with aromas of special products for the care of women's beauty. Positive atmosphere is created by aromas of: coconut, tangerine, lemon, fruit aromas, floral aromas - rose, ylang-ylang, neroli, lily of the valley and jasmine.
The place where one voluntarily part with money is the cash register.
Here you should aromatize with oil of orange, tangerine, mixed with ginger. Let the buyer part with money cheerfully, without doubts and regrets!
How and where to spray?
The industry long ago came up with automated devices with sensors, regulators and program control, providing for atomization with time intervals. They vary in volume and price range.
The devices are displayed in certain places and it all depends on the purpose that the owner is pursuing. If you want to guide customers through the sales area, then the jet of flavored air should entice the buyer. If you want to stop his attention on a certain product, then the aroma should hang in the air, which means that there should be no ventilation in the vicinity.
There are two basic techniques for scenting sales areas:
1. scenting an area, such as an entire department
2. spot scenting - a single counter with products that do not have their own aroma.
In small retail areas and offices, a ceramic aroma lamp or diffuser can be used.
When using different sales techniques, it is important to remember that they should ALWAYS be ethical. Take care of your customers and provide them with quality products and services. And if you need fragrances to do that, why not take advantage of their properties.
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