RETAIL PEOPLE MAGAZINE ISSUE 28 – EMBRACING THE KINGDOM, ITS PEOPLE AND RETAIL

Page 30

FEATURE

Develop Olfactive Experiences to Increase Profit

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our environment has a lot to do with how you feel, and how you feel has a lot to do with how productive you are. Neuroscientists across the globe have studied images of the brain in action and placed emotion in the driver’s seat, asserting that thinking is emotion-based, and while emotions form the basis of thoughts, the five senses – sight, sound, smell, taste and touch – fuel those emotions, wielding the power to persuade, relax and heal.

Emotions affect awareness, consideration, persuasion, recall, and loyalty in the marketplace, says Dan Hill, author of Emotionomics: Winning Hearts and Minds

(Adams Business & Professional, 2007)

Claire Boscq-Scott Keynote Speaker The BizShui Creator

author of the book “The Scent of Desire”, a smell is just a scent until a person associates it with a specific experience. After the association, the smell becomes a representation of that experience in the mind of the person. Installing strategically aroma diffusion systems will help connect at an emotional level and generate an unforgettable sensory experience, it will: Improve the shopping experience Strengthens the positioning of your brand High brand fixation in memory by connecting emotionally

The sensory design has earned its place in high-end spas and resorts; but today, hospitals, airports, retail environments and corporate offices alike embrace the senses to forge brand identity while creating inviting environments. One of the most powerful senses, smell, can trigger associations and draw upon fond memories of other smells. Customers’ olfactory sense will augment the customer experience; this is all part of the subconscious experience. According to Rachel Herz, Professor of Psychiatry and Human Behavior and

Increased customers loyalty and repeat visits Positive perception of high-quality products or services Prolonged permanence of shoppers by 20% Boost employee performances and creativity Affect memory, concentration sustained attention and cognitive function Businesses should consider the power of this link and choose a smell that associates their experience with your brand. Why not create your own Olfactive signature fragrance? A couple of years ago, I created my own perfume: Eau d’abeille, it was a real sensorial experience, it is still now one of my biggest steps in growing my brand recognition. A Nike study indicated they increase the intent to purchase by 80% by the simple addition of a selected scent in their many stores. Consider how you can use smells to transport, transcend, and enhance your Employee and Customers’ Experience. What does your Experience smell like? I challenge you to increase your customer loyalty and your employees’ productivity by using scents that in turn will create increase sales and profitability.

RETAIL PEOPLE . JUL - SEP 2021 .30


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Articles inside

Air Jordan Concept Store Opens in The Dubai Mall

4min
page 48

Rivoli Group Announces OMEGA Olympics 2020 Launch on Burj Khalifa

2min
page 47

Nakheel Opens New Community Pavilion at Nad Al Sheba

2min
page 46

UAE Economic Recovery Gaining Momentum, says Standard Chartered

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page 45

Saudi Arabia to Reopen to Foreign Tourists from August 1

3min
page 43

Giordano International Expects Solid Turnaround in 2021

2min
page 42

Building your Brand and Staying Relevant Amid Evolving Market and Consumer Trends

3min
page 31

The Future of Retail: A Revolutionary Sustainable Fashion Industry for an Eco- Friendly World

3min
page 33

EXPO 2020 Dubai: Emirates Offers Complimentary Day Pass to Travellers

2min
page 44

Building Community is Key to Retail Real Estate Success

2min
page 32

Develop Olfactive Experiences to Increase Profit

2min
page 30

The Changing Face of the UAE’s Retail Sector

4min
pages 28-29

Hili Mall at the Green City of Al Ain “Your Everyday Destination”

4min
pages 22-23

WINGSTOP: The Path to Becoming a Top 10 Global Restaurant Brand

4min
pages 24-25

Doha Festival City - The First Mall in Qatar Built on the Foundations of, and Committed to Sustainability

4min
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Mudon…Sky Mall - Big Things Grow

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pages 20-21

Maximising Sales Opportunities - What the Food & Hospitality Industry Learned from the Pandemic

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pages 26-27

Kinan - Transformation Leads to Success

4min
pages 18-19

KSA Real Estate Market Outlook Resetting in the New Normal

5min
pages 10-13
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