Results

Highlights & Results Olfactory Marketing at the POS

Spontaneous purchases increased from 29% to 63% during the scented phase.
63% of customers perceived the time spent in store to be shorter than the actual time spent in store. In fact, the actual retention period had increased which the consumer flow analysis clearly displayed.
14 % more costumers were able to attach pictures to the store when it was scented.
The overall impression of the stores improved by 26%.
35% more customers rated the store with “extraordinary” and more than 25% with “very appealing” during the use of aromas.
The fragrance compositions led to an improvement in costumer well being of 17%.
The perceived atmosphere changed by 25% from hectic to pleasant.
Furthermore the atmosphere was perceived 17% more activating than tiring.
Customers reported an increase in satisfaction with the staff friendliness in the store of 18%.
The olfactory situation was rated 15% better than before.
Despite new adjustments in terms of music the satisfaction increased by 15%.
The size of the store was perceived about 22% wider and more appealing than without aromas.

By using aromas the consumption of coffee increased from 95 coffees per day to 104 coffees per day. Hence an increase of turnover by 9% based on the average daily turnover.
7% more respondents made notice of the vending machine.
The craving for coffee increased from 34% to 41% while scenting.
Through the use of aromas the amount of loyal customers increased up to 12%.
The percentage of heavy users (min. once a week or more) increased form 37% to 54%.
6% more respondents evaluated the surrounding aroma as pleasant while scented.
The vending machine was rated 13% more appealing.
Quality, a factor for success, was rated 8% better.
Furthermore, the factor smell was rated 6% better.
The product design of the vending machine was 6% more appealing than without the use of aromas.
The average retention period (per day) at the vending machine increased by 25%.
All customer movements at the surrounding area increased by 62%.

Spontaneous purchases increased from 29% to 46% during the adjusted sound design.
Customers stated a 15% increase of well being while the music was adapted.
The perceived atmosphere changed from noisy to more quiet by 11%.
In addition the perceived atmosphere altered positively from hectic to relaxing by 16%.
The ambience switched from tiring to activating by 14%.
Customers reported an increase in satisfaction with the general atmosphere of 14% and with the sound of 30%.
The size of the store was perceived about 19% wider more appealing with sound design.
The perceived time spent in the store decreased by 20%.