Indoor tanning businesses probably know more about scent marketing than most, but according to a recent article from Inc.com, its value for retailers goes far beyond selling products based on the way they smell. Research presented in the article, “Let Them Sniff, Customers Will Buy More,” shows that the psychology of smell can have a serious effect on buying habits – even if the actual product’s scent is irrelevant. Consider these examples:

• A Brooklyn supermarket installed ScentAir machines on its walls to infuse the store with food scents and saw a seven percent increase in sales.
• One study found that customers preferred a pair of shoes in a room with a floral scent, by an 84 percent margin, to an identical pair in an identical room with no scent.
• Another study found that in a Las Vegas casino, the amount gambled on a slot machine in a scented area increased 45 percent.

Overall, scents seem to have positive effects across the board. And, interestingly enough, the type of scent doesn’t seem to matter, as long as it’s pleasant and appropriate to the context of the business.

Here are some tips for developing an improved scent for your retail environment:

• Keep It Simple. Research from Washington State University found that customers spent 20 percent more in the presence of a simple scent (citrus or pine) than in the presence of a more complicated scent (such as orange-basil with green tea) or no scent at all. Popular choices for small retailers include tea, grass, fig, lemon and citrus.
• Consider Your Context. Perhaps most importantly, the scent should match up with your business’s purpose and vibe.
• Don’t Overdo It…But Don’t Underdo It Either. Aim for the middle ground. Think about background music: too loud can be overpowering and frustrating, but if it’s too quiet, the effect is entirely lost.

Click here to read the entire article from Inc.com.