Scent Marketing in Floristry
In this blog post, we cover the concept of scent. Then we see how it plays a role in managing a business, specifically in the industry of floristry.
We dive deep into the connection of our sense of smell with the tendencies of human behavior. We explore the impacts that scent has on the decision making practices of clients. This includes how effective it is in converting window shoppers into actual customers.
We look at the study of the psychology of smell and how it impacts people's actions and behavior. We also see its influence on their purchases and choices among a wide range of goods.
Next, we look over a list of common scents and the common feelings and meanings linked to them. Then, we go over how retail and big corporate shops acknowledged that and used it for their favor.
Finally, we delve into the concept of scent marketing for business. We discuss how business owners use the element of fragrance. After that, we see how they use flower scents in marketing and raise their sales rates.
Scent and Human Behavior
Studies have shown that smell is intricately linked to the brain's segment for memory. Plus, most people keep memories stretching back to their childhood and formative years.
Given that, scent can impact individuals' behavior and their decision making processes. In fact, specific scents can trigger specific memories.
In turn, 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 especially 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 picking flowers that smell as sweet and lovely 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.
omantic 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.
tudies 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. Getting a whiff of it after a healthy meal would keep you from snatching that tempting candy bar.
Scent Marketing
Different scents impact people's mood and decision making processes. A variety of scents do have different impacts on different people. But there are specific smells with widely accepted meanings.
The sorts of feelings brought by these flowers, of course, play an important role in business.
Store owners and supervisors layout their stores depending on what fragrance they use. They select scents that help get target clients into the store and buy their goods.
As we know, scents trigger certain memories in people. Yes, they may not immediately 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. Great fragrant choices make clients 300% more likely to get an item or two.
Used in the proper way, scent marketing can raise 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 flower arrangements and flower shops? It's simple. Arrange a meeting with your core team, and outline your goals and aims for your business. Discuss with a marketing specialist (better if you already have one) if possible.
From there, you select a scent to suit your store. This includes your store's aesthetic and your target audience.
Most business owners buy scent diffusers. Yes, even the large established ones.
Why? Because they spread out the preferred scent in every corner of the store. This is, of course, another marketing tactic. Clients will buy their products and services if they're lucky.
After that, it falls to you to track the rates of walk-in customers against the actual sales made.
You will likely observe some clients lingering in certain sections of your store. You might also spot specific flowers getting more attention because of the scent.
Your job from then on is to note these instances and make adjustments as you move forward. Then, continue to record and make changes until you reach your ideal.