When we talk about the value of fragrance, we mean what are the intangible benefits to a venue using fragrance? After all, a scent cannot be seen or touched by a customer, only smelled.
But does a great fragrance system ensure a facility can be more enticing to the customer? Paul Wonnacott, President of Vectair Systems, recently featured in the European Cleaning Journal discussing the true value of fragrance for venues.
Wonnacott makes an overview of what the current trends are in regards to favored scents and what drives customer choice. Las Vegas casinos for example, are a big user of fragrance as studies show, it helps them to increase revenues. “A pleasant scent could be linked to a 45% rise in slot machine revenues compared to a non-scented area” Wonnacott divulges.
Value of fragrance in retail environments
There’s also studies on the value of fragrance that have been made in retail environments, such as shoe shops.
According to Wonnacott, “84% of people were more likely to buy shoes when trying them on in a scented room”. Air Freshener and Fragrance systems have been established in the washroom environment but they are becoming more prominent in other facilities.
Scent beyond citrus
End users are now seeking scents that are beyond the typical citrus base to experience the real value of fragrance. “Customers are beginning to understand they can connect with their audiences via scent” says Wonnacott.
Due to this, there has been a shift to lifestyle based scents that conjure up memories and emotions. The value of fragrance is certainly being felt in lobbies, shops, meeting rooms and spas.
Sense of smell has greater impact on behaviors than most people realize – memory and scent are connected after all. Wonnacott says that Companies are now starting to realize the true value of fragrance. According to Wonnacott, “Companies are using scent to influence customer decisions. Whether they are buying from from a shop or returning to a hotel”.
Read the full article discussing the Value of Fragrance in this month’s edition of the European Cleaning Journal Magazine.
