Putting scent into stores to engage retail customers

Matthew Carlton

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Under-pressure bricks-and-mortar retailers have been exploring ways to enhance the in-store experience but most of their efforts tend to focus on only a couple of the senses – and they could be missing a trick by neglecting the others, especially smell, research suggests.

“We have a thousand genes, but we talk about vision and sound all the time,” observed Andy Myers, Director at behavioural science agency Walnut Unlimited. “Scent is forming so much of your perception of the world before you’re even born, and when you are born it’s how you first bond with your mother,” he told the B2B...

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