Scent is not decorative.  It is neurological.

Unlike sight or sound, scent travels directly to the brain’s limbic system — the area responsible for emotion, memory and behaviour. This is why fragrance is one of the most powerful tools for shaping customer experience.

Research in environmental psychology and sensory marketing consistently shows that pleasant ambient scent can:

• Increase the time customers spend in-store
• Improve mood and perception of service quality
• Strengthen brand recall
• Influence purchasing behaviour

What the Research Shows

• The sense of smell is directly connected to the amygdala and hippocampus, which process emotion and memory (Herz & Engen, 1996).

• Pleasant ambient scent has been shown to increase customer dwell time and positively influence buying behaviour in retail environments (Spangenberg, Crowley & Henderson, Journal of Marketing, 1996).

• Studies in consumer behaviour demonstrate that congruent scent can increase perceived product quality and store evaluation (Mitchell, Kahn & Knasko, Journal of Business Research, 1995).

• Multi-sensory branding research confirms that scent enhances brand differentiation and long-term recall (Lindstrom, Brand Sense, 2005).

This is why major global brands invest in signature scent strategies.  Scent influences how customers feel — and how they remember you.