Scent Marketing in Floristry

Psychology of Smell and Consumer Behavior

For this article, we discuss the concept of scent. We see how it plays a role in managing a business, especially in the field of floristry.

We dive deep into the relationship of our sense of smell with the tendencies of human behavior. We explore the effects that scent has on the decision making practices of clients. This includes how effective it is in converting window shoppers into actual customers.

First, we look into the study of the psychology of smell and how it influences people's actions and behavior. We also see its impact on their purchases and preferences among a wide range of products.

Next, we look into a list of common scents and the typical feelings and meanings related to them. Then, we discuss how retail and big corporate shops recognized that and used it for their favor.

We explore the concept of scent marketing for business. We cover how business owners use the element of fragrance. After that, we see how they use flower scents in marketing and raise their sales rates.

Interested in a formal class on floristry? Want to get licensed as an expert on everything related to the industry? We got you!

Look at these professional bodies and colleges in floristry. Some terrific examples are the American Institute of Floral Designers of the AIFD (www.aifd.org), the Society of American Florists (www.safnow.org), the American Floral Endowment (www.endowment.org). You can also take a look at similar organizations offering classes specializing in floristry.

Scent and Human Behavior

Studies have proven that smell is intricately connected to the brain's segment for memory. Plus, most people keep memories extending back to their childhood and formative years.

Given that, scent can influence individuals' behavior and their decision making processes. As a matter of fact, certain scents can trigger specific memories.

Therefore, 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 particularly true for weddings, funerals, and romantic occasions.

Wedding organizers usually enlist the help of florists. For one, florists provide boutonnieres and bouquets to match the theme and motif. There is also care in selecting flowers that smell as lovely and sweet 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.

Romantic dates and anniversaries usually make use of the power of fragrance. Proposals especially, 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.

Studies 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. In fact, 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 certain smells with generally accepted meanings.

The kinds of feelings given by these blooms, of course, play a critical role in business.

Store owners and managers layout their stores depending on what fragrance they use. They choose scents that help get target customers into the shop and buy their products.

As we know, scents trigger specific memories in people. Yes, they may not immediately remember what happened. But they are bound to feel just what they felt when they first smelled it.

Of course, if the scent makes them recall happy times in their life, they are more likely to buy. In fact, studies support this point. Great fragrant choices make clients 300% more likely to buy an item or two.

Used in the right way, scent marketing can improve your conversion rates. You can convert window shoppers to actual customers anywhere from 80% to 300%, like one retail store's report.

So how do we use it in flower arrangements and flower shops? It's simple. Organize a meeting with your core team, and set out your goals and goals for your business. If possible, consult with a marketing expert (better if you already have one).

From there, you pick a scent to suit your store. This includes your shop's aesthetic and your target audience.

Most business owners buy scent diffusers. Yes, even the large established ones.

Why? Because they spread the preferred scent in every corner of the shop. This is, of course, another marketing approach. Customers will buy their services and products if they're lucky.

After that, it falls to you to keep an eye on the rates of walk-in clients against the actual sales made.

You will likely observe some customers lingering in specific portions of your store. You might also see specific flowers getting more attention because of the scent.

Your job from then on is to note these instances and make changes as you move forward. Then, continue to track and make changes until you achieve your ideal.

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